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Customer Relationship Management: Perspectives From The Market Place

Customer Relationship Management: Perspectives From The Market Place

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  • ISBN:9780750656771
  • Editorial: Butterworth-Heinemann
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:302
  • Idiomas:Ingles,Inglés

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Based on a systematic management progression developed by Professor Payne, this text seeks to ensure the maximum impact and efficiency of customer relationship management programmes. It backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices for practitioners and academics

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