Managing Customer Relationships : A Strategic Framework - Couverture rigide

Peppers, Don

Couverture rigide

ISBN 10 : 047148590X ISBN 13 : 9780471485902

Editeur : John Wiley & Sons Inc, 2004

Synopsis

In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In "Managing Customer Relationships", Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term 'one-to-one marketing', provide the definitive overview of what it takes to keep customers coming back for years to come.Presenting a comprehensive framework for customer relationship management, "Managing Customer Relationships" provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, "Managing Customer Relationships" features: Pioneering theories and principles of individualized customer relationships; an overview of relationship theory; contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin; guidelines for identifying customers and differentiating them by value and need; tips for using the tools of interactivity and customization to build learning relationships; coverage of the importance of privacy and customer feedback; advice for measuring the success of customer-based initiatives; and, the future and evolution of retailing. It offers an appendix that examines the qualities needed in a firm's customer relationship leaders, and provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions. The techniques in "Managing Customer Relationships" can help any company sharpen its competitive advantage.

A propos du livre

À propos de l?auteur

DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org).

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2004
• ISBN 10: 047148590X
• ISBN 13: 9780471485902
• Reliure: Relié
• Langue: anglais
• Nombre de pages: 528
• Coordonnées du fabricant: non disponible