1 Customer Relationship Management Ed Peelen and Rob Beltman PEARSON Harlow, England London New York Boston San Francisco Toronto Sydney Auckland Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town Säo Paulo Mexico City Madrid Amsterdam Munich Paris MilanĢ Preface Acknowledgements About the authors Publisher's acknowledgements xiii xv xvi xvii Part I Introduction 1 Customer-supplier relationships History Description of customer-supplier relationships The dynamic in relationships Networks Conclusion 26 Case study: Collateral trust obligations 26 Questions 28 References 29 2 Customer relationship management The definition of CRM CRM building blocks Entrance, applications and success of CRM Contents of this book Conclusion 43 Case study: CRM at C.
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