Cristiana Pipponzi

From Category Management to Customer Relationship Management - The Case of Henkel

By  Werner J. Reinartz,  Cristiana Pipponzi
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Manufacturers of fast moving consumer goods (FMCGs) are struggling to identify how CRM practices should be applied to their industry.

    Published 02 Jan 2006

    Reference 5337

    Topic Marketing

    Region Europe

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    From Category Management to Customer Relationship Management - The Case of Henkel

    Add to cart
    Manufacturers of fast moving consumer goods (FMCGs) are struggling to identify how CRM practices should be applied to their industry.
      View case