Customer Relationship Management - Perspectives from The Marketplace (Hardcover)

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.

General

Imprint:	Butterworth-Heinemann
Country of origin:	United Kingdom
Release date:	October 2002
First published:	2003
Authors:	Simon Knox • Adrian Payne • Lynette Ryals • Stan Maklan • Joe Peppard
Dimensions:	234 x 156 x 29mm (L x W x T)
Format:	Hardcover
Pages:	320
ISBN-13:	978-0-7506-5677-1
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Customer services Promotions
LSN:	0-7506-5677-8
Barcode:	9780750656771

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