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Customer Relationship Management is structured around the author\`s own \`CRM Value Chain\` model, and addresses what it sees as the core issues of CRM:
* Who should companies serve?
* How can they get to know these customers better?
* What value should be offered to these customers
The book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equally relevant for students and practitioners of CRM.
There is a Tutor Resource pack available to lecturers who adopt this text.
* Integrative structure organized around the author\`s \`CRM Value Chain\` model.
* Theoretically sound and managerially relevant - a useful text from both student and practitioner\`s perspectives.
* Standardized chapter contents and features for ease of navigation.
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.
. 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 ISBN - 9781856175227
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Pages : 500
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