Dieses Buch zeigt wie die Verbindung von Social Media mit Customer Relationship Management (CRM) Perspektiven fur Marketing, Verkauf und Service schafft. Es kombiniert dazu Grundlagenwissen und Fallbeispiele. Fur das Social CRM identifizieren die Autoren vier Verwendungszwecke sowie drei Umsetzungsstufen und thematisieren auch Fragen der Datenerschliessung und der Datenqualitat. Es richtet sich sowohl an Praktiker als auch an Lehrende und Studierende.
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