Principles of Customer Relationship Management
(Sprache: Englisch)
The textbook is lively and will hold students'interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various...
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The textbook is lively and will hold students'interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
Inhaltsverzeichnis zu „Principles of Customer Relationship Management “
Part One: CRM THEORY AND DEVELOPMENT. 1. Principles of Customer Relationship Marketing. 2. History and Development of CRM. 3. Relationship Marketing&Customer Relationship Management. 4. Organization&CRM. Part Two: DATA, INFORMATION, AND KNOWLEDGE MANAGEMENT. 5. CRM and Data Management. 6. Technology and Data Platforms. 7. Database and Customer Data Development. Part Three: CRM: IMPACT ON SALES AND MARKETING STRATEGY. 8. Sales Strategy&CRM. 9. CRM Technology and Sales. 10. Marketing Strategy and CRM. 11. CRM, Marketing Automation,&Communication. Part Four: CRM EVALUATION. 12. CRM Program Measurement&Tools. Part Five: PRIVACY, ETHICS, AND GLOBAL CONSIDERATIONS. 13. Privacy Considerations&Issues. Part Six: CRM NEW HORIZONS. 14. The Future of CRM.
Bibliographische Angaben
- Autoren: Roger Baran , Robert Galka , Daniel Strunk
- 2007, 528 Seiten, Gebunden, Englisch
- Verlag: Cengage Learning Services
- ISBN-10: 0324322380
- ISBN-13: 9780324322385
Sprache:
Englisch
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