INTRODUCTION
Sales and marketing directors, managers, executives, practitioners and staff.Senior and mid-level managers who are involved in customer relationship management (CRM) programmes and system implementations, whether in a marketing department, professionals who sell products or services, to consumers or businesses. Senior managers who realize that profitable customers are their company’s greatest asset and seek guidance to retain them.Those who wish to understand the CRM landscape that covers the vastness between operational and strategic CRM, with an overview of customer-related data and data mining.Managers looking to take customer-centered strategies to the next level.