Relationship Management: Building Brand through Customer Advocacy
This book offers a comprehensive and impartial exploration of Customer Relationship Management (CRM), emphasizing its strategic role in brand building and business growth by positioning customers as brand ambassadors. It covers CRM concepts, benefits, technologies, and implementation strategies aligned with marketing, sales, and service goals across the customer lifecycle.
Appropriate for students, professionals, and industry leaders, the book blends academic rigor with practical relevance. While CRM technologies are discussed, the focus remains on their managerial application to enhance customer understanding and organizational success. Readers can begin from any chapter, making it accessible to varied interests and preferences.
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Gouri Shankar Patnaik
Gouri Shankar Patnaik is a postgraduate in Chemistry, PG Diploma Management, Customer service Management and a qualified NABL Assessor. He is an esteemed member of TAPPI, QCFI, FICCI, and IPPTA, the Indian Pulp and Paper Technical Association. Beginning his career at JK Paper Mills in 1985, he currently serves as the Head of Quality Assurance and Technical Services. His expertise spans Quality Assurance, Technical Services, Water Services, R&D, and Customer Service across Fine Papers, speciality grade coated and uncoated paper and paper boards.
Mr. Patnaik has held leadership roles with industry giants such as Sinarmas Pulp & Paper Ltd, BILT, Century Pulp & Paper, and ITC. He has travelled extensively for product development and technical services and has contributed to numerous national and international seminars. His acclaimed book, Quality Assurance in Industries, offers deep insights into Quality Assurance Practices in the pulp and paper sector and earned him the International Excellence Award 2023 in the category of Academic References/Textbook Writers
