Handbook of CRM
Achieving Excellence through Customer Management
- 1st Edition - October 31, 2005
- Latest edition
- Author: Adrian Payne
- Language: English
Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives comple… Read more
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Description
Description
Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
Based on recent knowledge, it is underpinned by:
* Clear and comprehensive explanations of the key concepts in the field
* Vignettes and full cases from major businesses internationally
* Definitive references and notes to further sources of information on every aspect of CRM
* Templates and audit advice for assessing your own CRM needs and targets
The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
Based on recent knowledge, it is underpinned by:
* Clear and comprehensive explanations of the key concepts in the field
* Vignettes and full cases from major businesses internationally
* Definitive references and notes to further sources of information on every aspect of CRM
* Templates and audit advice for assessing your own CRM needs and targets
The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.
Key features
Key features
* A definitive, heavily researched, comprehensive overview
* Key concepts allied to action templates
* Written by one of the first major marketing thinkers in the field and based on Cranfield Business School's internationally acknowledged leadership in the field
* Key concepts allied to action templates
* Written by one of the first major marketing thinkers in the field and based on Cranfield Business School's internationally acknowledged leadership in the field
Readership
Readership
Professional marketing managers and directors, MBA faculty and students, CIM/IDM members and students
Table of contents
Table of contents
A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
Chapter references
CRM reading list
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
Chapter references
CRM reading list
Product details
Product details
- Edition: 1
- Latest edition
- Published: October 31, 2005
- Language: English
About the author
About the author
AP
Adrian Payne
Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.
Affiliations and expertise
Cranfield School of Management, UK