Customer Relationship Management: Perspectives from the Marketplace - Couverture rigide

Knox, Simon; Payne, Adrian; Ryals, Lynette; Maklan, Stan; Peppard, Joe

Couverture rigide

ISBN 10 : 0750656778 ISBN 13 : 9780750656771

Editeur : Butterworth-Heinemann Ltd, 2002

Synopsis

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme.The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.

A propos du livre

À propos de l?auteur

Simon Knox, Stan Maklan, Adrian Payne, Joe Peppard, Lynette Ryals

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0750656778
• ISBN 13: 9780750656771
• Reliure: Relié
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible