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Customer Relationship Management: A Global Approach provides a
uniquely global, holistic, strategic and tactical grounding in
managing customer and other stakeholder experiences and
relationships across the value chain, cultures and countries.
Reflecting the global structures of companies operating today, the
author draws on his research knowledge alongside industry and
teaching experience to connect Customer Relationship Management
(CRM) core concepts, processes and strategies with international
business opportunities and challenges, including globalization and
cross-cultural marketing. Emphasis is placed on the need for
developing cross-cultural skills and cultural intelligence for
identifying and fulfilling cross country CRM opportunities, through
analytical, strategic, operational and social CRM projects. Written
in an accessible style throughout, the eleven chapters provide
ample depth to support a full course related to CRM, spanning: *
CRM foundations * planning and implementation * managing
stakeholder relationships * improving global CRM implementation
Wide-ranging case studies include: Royal Bank of Scotland, the Nike
hijab, Instagram, HubSpot and the pharmaceutical industry in India.
The text will appeal to advanced undergraduate and graduate
students studying CRM, Relationship Marketing and International
Marketing, as well as CRM and marketing practitioners.
Customer Relationship Management: A Global Approach provides a
uniquely global, holistic, strategic and tactical grounding in
managing customer and other stakeholder experiences and
relationships across the value chain, cultures and countries.
Reflecting the global structures of companies operating today, the
author draws on his research knowledge alongside industry and
teaching experience to connect Customer Relationship Management
(CRM) core concepts, processes and strategies with international
business opportunities and challenges, including globalization and
cross-cultural marketing. Emphasis is placed on the need for
developing cross-cultural skills and cultural intelligence for
identifying and fulfilling cross country CRM opportunities, through
analytical, strategic, operational and social CRM projects. Written
in an accessible style throughout, the eleven chapters provide
ample depth to support a full course related to CRM, spanning: *
CRM foundations * planning and implementation * managing
stakeholder relationships * improving global CRM implementation
Wide-ranging case studies include: Royal Bank of Scotland, the Nike
hijab, Instagram, HubSpot and the pharmaceutical industry in India.
The text will appeal to advanced undergraduate and graduate
students studying CRM, Relationship Marketing and International
Marketing, as well as CRM and marketing practitioners.
Forward-looking organizations are investing in customer
relationship management (CRM) technology to support the adoption of
more customer centric strategies. Results have been mixed. The
importance of CRM for the long term success of organizations,
coupled with the skewed and incomplete understanding of it by
industry, makes it a topic worthy of detailed investigation.
Marketing academics too have investigated CRM from varying
viewpoints and found that there has been little deliberate attempt
to consolidate the conceptualizations into a holistic
understanding. This is important given the nascent and evolving
nature of CRM. This book takes a holistic look at the emerging
issues and trends in CRM, including the effect of computer software
and the accompanying new management processes on organizations, and
the dynamics of the alignment of marketing, sales and services, and
all other functions responsible for delivering customers a
satisfying experience. In order to understand CRM better a content
analysis of more than a hundred articles and documents from
academic and industry sources was undertaken. Results show that
there is a lack of holistic thinking and discussion of CRM in both
academics and industry which is required to understand how the
people, process, and technology in CRM impact each other to affect
successful implementation. This book is addressed to both
practitioners in a wide range of industries involved in CRM
implementation and adoption efforts as well as researchers in CRM.
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