本課程除了顧客關係理論介紹外，舉例之企業案例，也以台灣與亞洲案例為主，使學生能產生親切與切身感。同時搭配照片之輔助說明，期能有效提升學生學習效果，本書編撰以「理論簡單化、案例本土化、實務運用化」為主要原則。
In today’s highly competitive market, effectively interacting with customers and maintaining customer relationships are critical to an organization’s success. Customer relationship management (CRM) can be described as a comprehensive set of processes and technologies for building and maintaining customer relationships by delivering value and satisfaction to the customer. The purpose of this course is to create insight and new learning in the area of CRM.