Customer Relationship Management

Perspectives from the Market Place

By

  • Simon Knox, Cranfield School of Management, UK
  • Stan Maklan, Cranfield School of Management, UK
  • Adrian Payne, Cranfield School of Management, UK
  • Joe Peppard, Cranfield School of Management, UK
  • Lynette Ryals, Professor of Strategic Sales and Account Management, Cranfield School of Management, UK

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme.The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.
View full description

Audience

CIM members and some students; CRM managers; Marketing Directors; Sales Directors; Academics.

 

Book information

  • Published: October 2002
  • Imprint: BUTTERWORTH HEINEMANN
  • ISBN: 978-0-7506-5677-1


Table of Contents

CRM - Top of the management agenda; A strategic framework for CRM; The strategy development process; The value creation process; The channel and media integration process; The information management process; The performance assessment process; CRM investments and shareholder value; The future of CRM - What opinion leaders think.