Strategic Customer Management: Integrating Relationship Marketing and CRMCambridge University Press, 28 mar 2013 Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field. |
Spis treści
| 3 | |
Development and key concepts | 39 |
1 Myspace The rise and fall | 72 |
Customer value creation | 79 |
1 British Telecommunications BT creating new customer value | 108 |
Building relationships with multiple stakeholders | 116 |
1 AirAsia spreads its wings | 144 |
Digital marketing and social media | 152 |
1 Hippo in India using Twitter to manage the supply chain | 197 |
Strategy development | 207 |
Performance assessment | 397 |
Organising for implementation | 437 |
| 497 | |
| 520 | |
Inne wydania - Wyświetl wszystko
Strategic Customer Management: Integrating Relationship Marketing and CRM Adrian Payne,Pennie Frow Ograniczony podgląd - 2013 |
Strategic Customer Management: Integrating Relationship Marketing and CRM Adrian Payne,Pennie Frow Podgląd niedostępny - 2013 |
Kluczowe wyrazy i wyrażenia
activities AirAsia airline analysis approach benefits Blendtec brand business strategy call centre cent channel Chapter competitive consider consumers cost create CRM strategy customer acquisition customer experience customer lifetime value customer management Customer Relationship Management customer retention customer satisfaction customer segments customer service customer value customer's data marts data warehouse database defined definition deliver detailed digital marketing DVLA emphasis employees enterprise example Facebook financial firm first five focus focused groups identified identify implementation important improve industry influence marketing initiatives integration interaction Internet involves lifetime value loyalty market domains market segments marketing mix measures metrics mobile Myspace offer operational organisation performance potential profit profitability programme recognised referrals relationship marketing sector shareholder value significant smartphones social media social networking specific stakeholders success supplier Sydney Opera House Tesco up-selling users value creation value proposition