Handbook of CRM
Routledge, 26 lip 2012 - 464
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.
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achieve analysis approach appropriate benefits brand business strategy call centre cent change management chapter company’s competitive competitors considered cost create CRM activities CRM implementation CRM initiatives CRM processes CRM project CRM solution CRM strategy cross-functional cross-selling customer acquisition customer experience customer information customer lifetime value Customer Relationship Management customer retention customer satisfaction customer segments customer service customer strategy customer value customer’s data marts data mining data warehouse database deliver delivery detailed e-commerce E.piphany employees ensure example focus framework identify important improve increased individual industry interaction Internet involves lifetime value market segments mass customization measures metrics needs offer one-to-one marketing operational organization organization’s permission marketing potential profitability relationship marketing relevant requirements sales force shareholder value specific strategy development process success supplier target tion tomer understanding users value creation process value proposition vendors