Higher Ed. and Vocational >> Business and Economics >> Management >> Management


Customer Relationship Management

Customer Relationship Management

Author(s):
  • Ed Peelen
    • Author: Ed Peelen
    • ISBN:9789354498565
    • 10 Digit ISBN:9354498566
    • Price:Rs. 645.00
    • Pages:500
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Be the first to rate the book !!

    "Customer Relationship Management examines the entire scope of this subject including strategy, organisation, marketing and information technology. This book blends together theory and practice to achieve a thorough discussion of CRM, thus helping the reader to answer questions such as ?What should our business strategy be?? and ?How do we translate CRM business strategy into marketing?? This book is suitable for advanced marketing and business undergraduate and MBA students and also students on the following courses: Customer Relationship Management, Direct Marketing, Relationship Marketing, Database Management or Business Intelligence."

    Table of Content

    "Part 1: Introduction Chapter 1: Customer-Supplier Relationships Chapter 2: Customer Relationship Management Part 2: Strategy and Organisation Chapter 3: CRM as an integral business strategy Chapter 4: The relationship oriented organisation Part 3: Intelligence Chapter 5: Customer knowledge strategy Chapter 6: Customer data management Chapter 7: Data analyses and datamining Chapter 8: Segmentation and selections Chapter 9: Retention and cross-sell analyses Chapter 10: Management reporting: measuring, learning and optimising Part 4: Marketing Chapter 11: The customer proposition Chapter 12: The relationship policy Part 5: Channels Chapter 13: Multi-channel management Chapter 14: Personal selling Chapter 15: Online environment Chapter 16: Contact Centre Management Part 6: CRM Systems and their implementation Chapter 17: CRM systems Chapter 18: Implementation of CRM systems Chapter 19: The future"

    Salient Features

    "Case studies and questions at the end of each chapter to test understanding Coverage of the strategic, organisational, commercial and technological aspects of CRM Discussion of buyer-seller relations from a social psychology perspective A section on direct marketing, which includes production elements of direct mail, with a checklist of what to look out for"