•• The book is a comprehensive and fully developed textbook on customer relationship management. •• Explores a wide-ranging treatment of the strategic and tactical aspects of customer relationship management as we know it today. •• It will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. •• This book is designed for students and business executives and managers interested in gaining advantage by using advanced customer information and marketing process techniques.