Handbook of CRM
(Sprache: Englisch)
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.
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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.
Klappentext zu „Handbook of CRM “
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.
Inhaltsverzeichnis zu „Handbook of CRM “
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
Autoren-Porträt von 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.
Bibliographische Angaben
- Autor: Adrian Payne
- 2005, 458 Seiten, 72 Abbildungen, Maße: 16,4 x 24 cm, Gebunden, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 0750664371
- ISBN-13: 9780750664370
Sprache:
Englisch
Rezension zu „Handbook of CRM “
"Are you perplexed about the proper role of CRM in your business? Disappointed with the results of piece-meal initiatives? Here is a tested strategic roadmap to help focus your resources, information and processes on tightening relationships with your best customers." Professor George S. Day, Geoffrey T Boisi Professor, Wharton School, University of Pennsylvania "This comprehensive handbook contains all one would need to know in putting together and successfully managing a customer relationship initiative." Professor James Heskett Harvard Business School ==================================================== "CRM is very much alive when understood in the broadest sense of managing your customers better. Adrian Payne has written the best guide to understanding the strategy and tactics of switching from transaction marketing to relationship marketing." Professor Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities at all should have The Handbook of CRM on the desk." Don Peppers and Martha Rogers, Ph.D., Founding Partners at the Peppers & Rogers Group
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"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities should have The Handbook of CRM on the desk." Kommentar zu "Handbook of CRM"
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