Customer Relationship Management

Name: Customer Relationship Management
Price: 5.7 USD
Availability: InStock
ISBN: 9781856175227

ISBN-10: 1856175227

ISBN-13: 9781856175227

Edition: 2nd 2009 (Revised)

Authors: Francis Buttle, Stan Maklan

List price: $70.95

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Description:

Customer Relationship Management is structured around the author's own 'CRM Value Chain' model, and addresses what it sees as the core issues of CRM: * Who should companies serve? * How can they get to know these customers better? * What value should be offered to these customers The book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equally relevant for students and practitioners of CRM. There is a Tutor Resource…

Book details

List price: $70.95
Edition: 2nd
Copyright year: 2009
Publisher: Routledge
Publication date: 10/14/2008
Binding: Paperback
Pages: 528
Size: 7.50" wide x 9.50" long x 1.25" tall
Weight: 2.750
Language: English

Stan Maklan is an experienced academic, marketer and management consultant with senior, international line management experience in blue chip consumer and business marketing companies. He is a Senior Lecturer in Strategic Marketing at Cranfield University.



Introduction to CRM


Understanding Relationships


Planning And Implementing CRM Projects


Developing, Managing And Using Customer-Related Databases


Customer Portfolio Management


CRM And Customer Experience


Creating Value For Customers


Managing The Customer Life Cycle: Customer Acquisition


Managing The Customer Life Cycle: Customer Retention And Development


Managing Networks For CRM Performance


Managing Supplier And Partner Relationships


Managing Investor And Employee Relationships


Information Technology For CRM


Sales Force Automation


Marketing Automation


Service Automation


Organizational Issues & CRM