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Customer Relationship Management "Concepts And Technologies"

Concepts And Technologies

Customer Relationship Management "Concepts And Technologies". Concepts And Technologies

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  • ISBN:9781856175227
  • Editorial: Elsevier Science Publishers
  • Fecha de la edición:
  • Número de la edición: 2
  • Encuadernación:
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:522
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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; and, 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.

1 Introduction to Customer Relationship Management
2 Understanding Relationships
3 Planning And Implementing Customer Relationship Management Projects
4 Developing, Managing And Using Customer-Related Databases
5 Customer Portfolio Management
6 CRM And Customer Experience
7 Creating Value For Customers
8 Managing The Customer Life Cycle: Customer Acquisition
9 Managing The Customer Life Cycle: Customer Retention And Development
10 Managing Networks For CRM Performance
11 Managing Supplier And Partner Relationships
12 Managing Investor And Employee Relationships
13 Information Technology For CRM
14 Sales Force Automation
15 Marketing Automation
16 Service Automation
17 Organizational Issues & Customer Relationship Management

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