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| CUSTOMER RELATIONSHIP MANAGEMENT
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Perspectives from the Market Place
To order this title, and for more information, click here
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
Description
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.
Audience
CIM members and some students; CRM managers; Marketing Directors; Sales Directors; Academics.
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.
| Bibliographic details |
Hardbound, 302 pages, publication date: OCT-2002
ISBN-13: 978-0-7506-5677-1
ISBN-10: 0-7506-5677-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
GBP 39.99
EUR 55.95
USD 66.95
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 4 Sep 2009
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