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HANDBOOK OF CRM
PAYNE A. wydawnictwo: BH, 2006, wydanie I cena netto: 220.00 Twoja cena 209,00 zł + 5% vat - dodaj do koszyka 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
432 pages
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czy wybrany tytuł polskojęzyczny lub
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