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Description: Customer Relationship Marketing (CRM) remains the biggest marketing revolution yet, swept to the forefront of management thinking by the power of technology. Although founded on apparently simple principles involving keeping in touch with, and responding to, customers, many companies still shy away from the task of building a relationship with thousands, or even millions, of people.
Drawing on worldwide research into CRM, and endorsed by the Chartered Institute of Marketing, Up Close and Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.
Contents: Customer relationship marketing : one more time? ¢ Relationships with customers ¢ Buy-in, policies and plans ¢ Measuring the impact ¢ Segmentation and the top vanilla offer ¢ Getting the show on the road ¢ Customer loyalty and continuity ¢ The customer experience, transport marketing and customer value management ¢ customer knowledge management
¢ Technology and customer management system
¢ Managing good and bad customers ¢ Justifying the CRM investment
About the Authors: Paul R Gamble was Dean and Director of a graduate business school in a major British university where he is now an Emeritus Professor.
Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd.
Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA.
Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide.
Target Audience: This book should be read by all marketing, sales, service and advertising practitioners
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749449117
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Pages : 440
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