| Description |
xx, 438 pages : illustrations ; 24 cm |
|
regular print |
| Contents |
1. A strategic framework for CRM -- 2. The strategy development process -- 3. The value creation process -- 4. The multi-channel integration process -- 5. The information management process -- 6. The performance assessment process -- 7. Organizing for CRM implementation |
| Summary |
"CRM is a holistic strategic approach to managing customer relationships, to increase shareholder value, that is the central premise of this major Handbook giving 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." "For senior marketing and business strategy professionals, their advisors, and Masters students in marketing this book will be 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."--BOOK JACKET |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Customer relations -- Management -- Handbooks, manuals, etc.
|
|
Customer services.
|
|
Customer services -- Management.
|
|
Marketing -- Management.
|
|
Relationship marketing.
|
|
Customer relations -- Management.
|
|
Relationship marketing -- Management.
|
|
Customer relations.
|
| Genre/Form |
Handbooks and manuals.
|
| LC no. |
2005922524 |
| ISBN |
0750664371 |
|
