Customer Relationship Management

ISBN-10: 1856175227

ISBN-13: 9781856175227

Edition: 2nd 2009 (Revised)

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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 pack available to lecturers who adopt this text. * Integrative structure organized around the author's 'CRM Value Chain' model. * Theoretically sound and managerially relevant - a useful text from both student and practitioner's perspectives. * Standardized chapter contents and features for ease of navigation.
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Book details

List price: $70.95
Edition: 2nd
Copyright year: 2009
Publisher: Routledge
Publication date: 10/14/2008
Binding: Paperback
Pages: 522
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
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