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Up close and personal?

Paul Gamble, Merlin Stone, Neil Woodcock

"Up Close and Personal? provides new insights into effective customer relationship marketing." "Based on world-wide research into CRM supported by IBM, Up Close and Personal? brings together the work of three leading experts in the field: Gamble, Stone and Woodcock provide a combination of marketing theory, practical guidance, case studies and implementation techniques, while emphasizing the need for constant re-evaluation."--Jacket.

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