Customer Relationship Management. Perspectives from the Marketplace Cover

Customer Relationship Management. Perspectives from the Marketplace

ISBN/ASIN: 9780750656771,0750656778,9780080490854,0080490859,9781281006158,1281006157 | 2003 | English | pdf | 309/309 pages | 4.63 Mb
Publisher: Butterworth-Heinemann | Author: Simon Knox, Stan Maklan, Adrian Payne, Joe Peppard and Lynette Ryals (Auth.)

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes – strategy development, value creation, channel and media integration, information management and performance assessment – with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading. * Offers a groundbreaking, systematic framework for CRM success – from a Cranfield Business School writing team * High level strategic approach to CRM * Carefully researched cases providing the specific application of general theories. Read more…

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Customer Relationship Management. Perspectives from the Marketplace

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