Customer relationship management
by Peelen, Ed
This text gives a well-balanced coverage of strategy 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. It contains case studies and questions at the end of each chapter to test understanding. It has coverage of the strategic, organisational, commercial and technological aspects of CRM. It also contains discussion of buyer-seller…
Read More ↓Title Statements
- Full title :Customer relationship management / Ed Peelen and Rob Beltman.
Summary
This text gives a well-balanced coverage of strategy 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. It contains case studies and questions at the end of each chapter to test understanding. It has coverage of the strategic, organisational, commercial and technological aspects of CRM. It also contains discussion of buyer-seller relations from a social psychology perspective.
Read More ↓Edition Statements
- Publication Date:2013.
- Edition:Second edition
Publication Statements
- Publisher(s):Pearson
- Place of Publication:Boston
- Language:eng
- Publication Date:2013.
The Physical Object
- Description:pages cm
Edition Identifiers
- ISBN:9780273774952, 0273774956
- oclc:ocn843808250
- LC Classification:HF5415.5
- Dewey Decimal:658.8/12
Table of Contents
Machine generated contents note: pt. 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 -- pt. 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
Read More ↓Subjects
Writers
No reviews yet. Be the first to rate this work.
Related Works
more →
Social enterprises: an organizational perspective
Managing successful programmes
Rate & Review