Customer Relationship Management
Customer Relationship Management examines the entire scope of this subject including strategy, organization, marketing and information technology. This book blends together theory and practice to achieve a thorough discussion of CRM, thus helping the reader to answer questions such as what should our business strategy be? and How do we translate CRM business strategy into marketing?
This book is suitable for advanced marketing and business undergraduate and MBA students and also students on the following courses: Customer Relationship Management, Direct Marketing, Relationship Marketing, Database Management or Business Intelligence.
Table of Content
- Introduction
Part I: Strategy and Organisation of CRM
- Customer-supplier relationships
- CRM as an integral business strategy
- The relationship-oriented organisation
PART II: CRM Marketing Aspects
- Customer knowledge
- Communications and multichannels
- The individualised customer proposition
- The relationship policy
PART III: Analytical CRM
- Relationship data management
- Data analyses and datamining
- Segmentation and selections
- Retention and cross-sell analyses
- The effects of marketing activities
- Reporting results
PART IV: Operational CRM
- Call centre management
- Internet and the website
- Direct mail
PART V: CRM Systems and their Implementation
- CRM systems
- Implementation of CRM systems
- The future
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Salient Features
- Case studies provide a basis for class discussion or assessment on an in-depth set of issues. This drives home real world examples to reinforce concepts.
- Practitioner Insight boxes throughout the text illustrate CRM in a practical context.
- Review questions at the end of each chapter help test students knowledge.
- Chapters of book presented in modular format to allow it to fit with any CRM syllabus.
- OneKey Instructor Online Resources include Instructors Manual and PowerPoint slides.
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