CRM at the Speed of Light Social CRM Strategies,Tools, and Techniques for Engaging Your Customers

ISBN-10: 0071590455

ISBN-13: 9780071590457

Edition: 4th 2010

Authors: Paul Greenberg

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Fully updated bestseller now covers the latest Web 2.0 tools The fourth edition of this bestseller brings the work up-to-date with now-critical examinations of how Web 2.0 technologies and social media tools are being woven into CRM strategies. The book identifies the new business models now being used by the most successful companies and provides valuable guidance on how other companies can and should adopt these innovations. CRM expert Paul Greenberg examines the companies that are providing the best tools, provides his recommendations, and interviews industry leaders. The book's companion website ( will foster a user community. .
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Book details

List price: $38.00
Edition: 4th
Copyright year: 2010
Publisher: McGraw-Hill Education
Publication date: 12/9/2009
Binding: Hardcover
Pages: 688
Size: 6.25" wide x 9.25" long x 1.50" tall
Weight: 2.398

Paul Greenberg is an author and essayist. In 2002 he wrote a novel Leaving Katya - which is about the destruction of a Russian American marriage and became a Barnes and Noble Great New Writers selection. Starting in 2005 he has been writing for The N.Y. Times Magazine Book Reviews and Opinion sections. His specialty is writing on fish, agriculture, and the future of our oceans. His article on Chilean Sea Bass received the International Association of Culinary Professionals Bert Greene Award for excellence in food writing. He has also been a guest commentator on public radio programs such as All things Considered and the Leonard Lopate Show. He wrote Four Fish: The Future of the Last Wild Food.

The Era of the Social Customer
OMG! Your Customer Really Is Your BFF!
Bursting the New Mythology: Zeus Drops to Earth
How the Book Is Organized
Starting with a Test
Welcome to the Era of the Social Customer
What's a Customer Ecosystem?
The Social Customer Needs Your Attention to Get Theirs
CRM, CMR, VRM or�Who Cares?
"Traditional" CRM
From CRM to CMR
Social CRM
Social CRM Technology: Features, Functions, Characteristics
The Social Stack
Social CRM and VRM
Vendor Relationship Management (VRM)
Now Do You See CRM, Social CRM, and VRM?
The Customer Owns the Experience
The Transition from Management to Engagement Through Experience
Superstah! Response Tek
A Guiding Principle for Crafting Experiences
Enterprise 2.0: Not Exactly What You Think
Defining Enterprise 2.0
Enterprise 2.0: Here's Why You Need It
What This Means for CRM
A Company Like Me; New Business Models = Customer Love
Why? Because We Like You and Trust You
The New Business Models Unveiled
Another Model Worth Getting Behind
So Happy Together: Collaborating with Your Customers
Do You Have The Ring? Tools For Customer Engagement
The Value of Social Media in CRM
Social Media
Superstah! Lotus Connections
Love Your Customers Publicly: Blogs and Podcasts
The Blogosphere
How Do You Measure a Blog?
Microblogging and More: Tweeting on Twitter
Superstah! Six Apart
Podcasting: A Brief Look
Wikis Are A Weird Name For Collaboration, N'est �e Pas?
Superstah! Socialtext
Wiki Wrap-Up
Social Networks, User Communities: Who Loves Ya, Baby?
The Conversation Can't Be Avoided
Social Network Styles: What Models Can You Choose From?
Managing the Community
The IT Landscape
The Vendor Picture
Superstah! Neighborhood America
Movin' And Groovin': The Use Of Mobile Devices
A Needy Market
Why the Growth?
What's It Look Like? Mobile Technology
Considerations in Mobile Enterprise Planning
Untethered Benefits
The Future: Social CRM Gets Down and Wireless
Superstah! Research in Motion, SAP, and CRM 2007 for the BlackBerry
Baby Stays, Bathwater Goes-CRM Still Needs the Operational
The Collaborative Value Chain
The Systems
Back and Front Office Integration: Bad Story, Good Story
Integrating the Back with the Front-Still Not Too Shabby
A Mini-Conference
Now Meet the Customer: The Collaborative Value Chain
Ecosystems Begin to Rule
Building the Collaborative Value Chain
Superstah! SAP
Sales And Marketing: The Customer Is the Right Subject
Sales and Marketing Are Now Integrated, Aren't They?
Sales 2.0: Customer Expectations Have Changed
Leads and Opportunities: The Feeling Is Mutual
Special Circumstances Include the New Norm
Handling Opportunities Better and Way Cooler
Superstah! Oracle Social CRM
Sales Intelligence: Mo' Better, Richer, Deeper
The Sales 2.0 Value Proposition
Marketing, uh, 2.0: New Mindset, New Tools
Listen Up! The New Competition Is Attention
Getting on the Cluetrain Manifesto
Authenticity Trumps Consistency
The Marketing Model: Old vs. New
Social Media and Marketing: More than Just du Jour
CRM Vendors Have a Problem Here: Poor Apps, but Improving
Customer Service Is Our Name-And Our Game
Customer Complaints Go Viral-and You Love It
The Definition of Customer Service
Building a New Customer Service Model
Technology Finds 21st Century Customer Service
Superstah! RightNow: Building Beyond the Traditional
Superstah! Helpstream: Community-Driven Customer Service
Closing It Out
The Difference: CRM, the Public Sector, and Politics
From 2004 to Now-Wow, What a Difference
In Re: Engagement by the Administration
The Case of Singapore: Social CRM in Action
Politics No Longer Poker-Bluffing Don't Woik
The Technology Champs
Superstah! Blue State Digital
SOA for Poets
Evaluating Architecture
The Architectures
Enterprise Service-Oriented Architecture
Superstah! Sage Software
At Home or in the Clouds-And In Open Spaces Between
The Players
Superstah! NetSuite
Choosing SaaS vs. On-Premise: Comparative Checklist
Open Source: Not Quite Any of Them
Superstah! SugarCRM
Cloud Computing: Wispy or Real?
Big Picture, Big Strategies
Introducing Strategy
A Case Study
Mapping the Customer Experience
The Benefits of Your Customer's Lovely Experience
Why Customer Experience Mapping?
Process and Data Go Together Like...CRM Operations
Not Just Your Transaction's Data Anymore
It's the Process, Man
Superstah! Process-Driven CRM: Sword Ciboodle
Value Given, Value Received: Analyzing the Return on CRM
Analytics: Figuring Out Whassup
What Are Analytics?
A Very Brief Primer on Analytics
Analytics in Service of Insight = Loyalty, Advocacy
Measuring the Social Customer's Value
Superstah! SAS and Customer Experience Analytics
When You Buy the Application, You Buy the Vendor, Though You Don't Implement Him
Despite Your Wishes, the Vendor Matters
Moving Forward: The Implementation Begins
Executing Perfectly: BigMachines Does IT Right
Closing Up for the Night
Waving to the Future
Now It's My Turn to Be a Fortuneteller, Err, Forecaster
In (Dim) Sum
Appendix: The Social Web and the Public Sector: From the World to the State
Customer Relationship Management or Citizen Relationship Empowerment?
The Critical Importance of Web 2.0 for the Public Sector
The Core Problems Facing Public Safety Today
Breaking Down the Barriers
A Real World Case Study: Virtual Alabama
Change Is Coming
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