Customer Relationship Management

Description

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:

· A Tutor Resource pack available to instructors who adopt this text

· Case examples illustrating CRM in practice

· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service

Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.

Reviews

Praise for the previous edition:
"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits."
- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA.

Contents

Introduction to CRM; Understanding Relationships; Planning And Implementing CRM Projects; Developing, Managing And Using Customer-Related Databases; Customer Portfolio Management; CRM And Customer Experience; Creating Value For Customers; Managing The Customer Life Cycle: Customer Acquisition; Managing The Customer Life Cycle: Customer Retention And Development; Managing Networks For CRM Performance; Managing Supplier And Partner Relationships;Managing Investor And Employee Relationships; Information Technology For CRM; Sales Force Automation; Marketing Automation; Service Automation; Organizational Issues & CRM

Download these free resources to help you in your studies.

Case Studies

01 Chapter learning objectives

Exercises

CRM solutions vendors and ASPs

Case Studies

01 Online CRM communities and information sources

Lecturers can use this page to gain access to the free supplementary resources. If you do not have a password yet, please complete the simple form and we will be in touch.

Please note: This website's content has been acquired from Elsevier by Taylor & Francis. If your username and/or password no longer works, please re-register and we will supply you with a new one.