Title:
Principles of customer relationship management
Personal Author:
Publication Information:
Mason, Ohio : South-Western College Pub., 2008
Physical Description:
iii, 511 p. : ill. ; 26 cm.
ISBN:
9780324322385
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010079845 | HF5415.55 B36 2008 | Open Access Book | Book | Searching... |
Searching... | 30000010251029 | HF5415.55 B36 2008 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
Table of Contents
| Part One CRM Theory and Development |
| 1 Principles of Customer Relationship Marketing |
| 2 History and Development of CRM |
| 3 Relationship Marketing & Customer Relationship Management |
| 4 Organization & CRM |
| Part Two Data, Information, and Knowledge Management |
| 5 CRM and Data Management |
| 6 Technology and Data Platforms |
| 7 Database and Customer Data Development |
| Part Three CRM: Impact on Sales and Marketing Strategy |
| 8 Sales Strategy & CRM |
| 9 CRM Technology and Sales |
| 10 Marketing Strategy and CRM |
| 11 CRM, Marketing Automation, & Communication |
| Part Four CRM Evaluation |
| 12 CRM Program Measurement & Tools |
| Part Five Privacy, Ethics, and Global Considerations |
| 13 Privacy Considerations & Issues |
| Part Six CRM New Horizons |
| 14 The Future of CRM |
