Customer Relationship Management

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Customer Relationship Management by Simon Knox, Adrian Payne, Lynette Ryals, Stan Maklan, Joe Peppard, Taylor and Francis
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Author: Simon Knox, Adrian Payne, Lynette Ryals, Stan Maklan, Joe Peppard ISBN: 9781136412493
Publisher: Taylor and Francis Publication: June 1, 2007
Imprint: Routledge Language: English
Author: Simon Knox, Adrian Payne, Lynette Ryals, Stan Maklan, Joe Peppard
ISBN: 9781136412493
Publisher: Taylor and Francis
Publication: June 1, 2007
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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