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Professors who wish to teach current best practices in this quickly growing discipline will find that by adopting this textbook with its very strong supporting material will enhance their student learning, ensure currency in topics, and reduce their preparation and teaching efforts. Exercises found at the end of each chapter provide a transition from theory to action whereby the instructor can lead the student in development of action plans and subsequent implementation, measurement and development of a continuous improvement strategy. For instructors, this text leads the way for a truly separate course in customer relationship management. This book is THE source for a comprehensive course in CRM with the appropriate support materials for those teaching the course for the first time. Those who have already taught a course in this area will be appreciative of a cohesive package since current approaches appear to be quite fragmented. Those who have not taught the course before will be encouraged to add the class to their curriculum armed with an all-in-one kit that makes it easy to present a new subject area.