Customer Relationship Management

Customer Relationship Management gives a well-balanced coverage ofstrategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. Geared to MBA students and advanced under.

Description based upon print version of record.

Cover -- Cover2 -- Contents -- Preface -- Acknowledgements -- About the authors -- Publisher's acknowledgements -- PART I: Introduction -- 1: Customer-supplier relationships -- 1.1: History -- 1.2: Description of customer-supplier relationships -- 1.3: The dynamic in relationships -- 1.4: Networks -- 1.5: Conclusion -- Case study: Collateral trust obligations -- QuestIons -- References -- 2: Customer relationship management -- 2.1: The definition of CRM -- 2.2: CRM building blocks -- 2.3: Entrance, applications and success of CRM -- 2.4: Contents of this book -- 2.5: Conclusion

Case study: CRM at C. Fun Parks -- Questions -- References -- PART II: Strategy and organisation -- 3: CRM as an integral business strategy -- 3.1: The nature of the CRM strategy -- 3.2: The context of the CRM strategy -- 3.3: The results of a successful CRM strategy -- 3.4: Conclusion -- Case Study: Starbucks in the US -- Questions -- References -- 4: The relationship-oriented organisation -- 4.1: The challenge and leadership -- 4.2: Mission -- 4.3: Culture -- 4.4: Structure -- 4.5: People -- 4.6: Communication and information -- 4.7: Systems -- 4.8: Where do we stand? -- 4.9: Conclusion

Case study: A pe…