Cristiana Pipponzi

Cases from same author

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

By Werner J. Reinartz, Cristiana Pipponzi

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

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

By Werner J. Reinartz, Cristiana Pipponzi
Published 02 Jan 2006
Reference 5337
Topic Marketing
Region Europe

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

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