Customer Relationship Management: 1st Edition (Hardback) book cover

Customer Relationship Management

1st Edition

By Simon Knox, Adrian Payne, Lynette Ryals, Stan Maklan, Joe Peppard

Routledge

320 pages

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Hardback: 9780750656771
pub: 2002-10-29
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eBook (VitalSource) : 9780080490854
pub: 2007-06-01
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Description

Customer Relationship Management presents 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 Management is 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.

Table of Contents

CRM - Top of the management agenda; A strategic framework for CRM; The strategy development process; The value creation process; The channel and media integration process; The information management process; The performance assessment process; CRM investments and shareholder value; The future of CRM - What opinion leaders think.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS058000
BUSINESS & ECONOMICS / Sales & Selling