Customer Relationship Management, 1e
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.
Features
- Case studies and questions at the end of each chapter to test understanding
- Coverage of the strategic, organizational, 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
Contents:
Part 1: Introduction
1. Customer-Supplier Relationships
2. Customer Relationship Management
Part 2: Strategy and organisation
3. CRM as an integral business strategy
4. The relationship oriented organisation
Part 3: Intelligence
5. Customer knowledge strategy
6. Customer data management
7. Data analyses and datamining
8. Segmentation and selections
9. Retention and cross-sell analyses
10. Management reporting: measuring, learning and optimising
Part 4: Marketing
11. The customer proposition
12. The relationship policy
Part 5: Channels
13. Multi-channel management
14. Personal selling
15. Online environment
16. Contact Centre Management
Part 6: CrM Systems and their implementation
17. CRM systems
18. Implementation of CRM systems
19. The future
| Book | |
|---|---|
| Author | Peelen |
| Pages | 452 |
| Year | 2022 |
| ISBN | 9789354498565 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 1/e |
| Weight | 630 g |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |