Format:
Online Ressource (4226 KB, 302 S.)
Edition:
1. Aufl.
ISBN:
0750656778
Content:
Customer Relationship Managementpresents 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 Managementis 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
Note:
Description based upon print version of record
,
Front Cover; Customer Relationship Management: Perspectives from the Marketplace; Copyright Page; Contents; Foreword; About the authors; Acknowledgements; Chapter 1 CRM top of the management agenda; Chapter 2 A strategic framework for CRM; Chapter 3 The strategy development process; Chapter 4 The value creation process; Chapter 5 Channel and media integration process; Chapter 6 Information management process; Chapter 7 Performance assessment process; Chapter 8 CRM investments and shareholder value; Chapter 9 The future of CRM: What opinion leaders think; Index;
Additional Edition:
0080490859
Additional Edition:
9780080490854
Additional Edition:
Erscheint auch als Druck-Ausgabe Customer Relationship Management : Perspectives from the Market Place
Language:
English
Keywords:
Electronic books
Bookmarklink