Redefining Customer Relationship ManagementBy
- Jeffrey Peel
Senior IT, Customer Service, Marketing and General Business Management, CFOs. Also technical specialists and business/IT students.
Hardbound, 217 Pages
Published: May 2002
Imprint: Digital Press
"I have long maintained that in a global market liberalized by free trade policies and advanced communications technology, there remains just one powerful regulatory forceâthe customer. In this book, Jeffrey Peel has taken a close look at customer relationship management from the perspective of large distributed companies. This is a novel approach, not really covered by dot-com/IT-based definitions. The refreshing difference is that Peel appears to understand the difficulties and suggests practical methods to do things better."âLord Marshall of Knightsbridge, Chairman, British Airways Plc "In this book, Jeff Peel combines the deep insights of an experienced market researcher with the practical understanding of how technology can be applied to CRM to provide a truly original work. He provides a wholly new focus on how CRM impinges on marketing processes, which provides a particular challenge for marketeers and CRM practitioners to review the way they look at their separate disciplines. This book is for those marketeers, CRM practitioners, students, and academics who want to challenge the established preconceptions of what CRM is about."âPeter Hutton, Deputy Managing Director, Market & Opinion Research International (MORI), London