TY  - BOOK
AU  - Alt, Rainer
AU  - Reinhold, Olaf
TI  - Social customer relationship management: : fundamentals, applications, technologies
SN  - 9783030233457
U1  - 658.812 
PY  - 2020///
CY  - Switzerland
PB  - Springer
KW  - Customer relations--Management
KW  - Social media--Economic aspects
KW  - Management information systems
KW  - Electronic commerce
N2  - About this book
Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it.

In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects
ER  -