Description
Customer Relationship Management is a holistic strategic approach to managing customer
relationships to increase shareholder value, and this major Handbook of CRM gives complete
coverage of the key concepts in this vital field. It is about achieving a total
understanding of the concepts that underlie successful CRM rather than the plethora of
systems that can be used to implement it. Based on recent knowledge, it is underpinned by:
Clear and comprehensive explanations of the key concepts in the field Vignettes and
full cases from major businesses internationally
Definitive references and notes to further sources of information on every aspect of CRM
Templates and audit advice for assessing your own CRM needs and targets
The most lucid, comprehensive and important overview of the subject and an invaluable tool
in enabling the connection of the major principles to the real world of business.
Audience
Professional marketing managers and directors, MBA faculty and students, CIM IDM members
and students
Table of Contents
A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process Organising for CRM
Implementation Chapter references CRM reading list
Hardcover
288 pages
