Customer Relationship Management 1e Brown
Tytuł: Customer Relationship Management: A Strategic Imperative in the World of e-Business
Autor: Stanley A. Brown (Editor), Pricewaterhouse Cooper Staff
Wydawca: Wiley, John & Sons
Wydanie: 1
Rok wydania: 2000
ISBN-13: 9780471644095
Okładka: twarda
Liczba stron: 376
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Wszystko o CRM.
Spis treści
FIRST PRINCIPLES IN CRM: OVERVIEW.
Putting CRM to Work: The Rise of the Relationship.
The Need for a Market-Intelligent Enterprise (MIE) Sm.
A Case Study on CRM and Mass Customization: Capital One.
STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.
Creating Loyalty: Its Strategic Importance in Your Customer Strategy.
From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.
Customer Acquisition and CRM: A Financial Services Perspective.
STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.
Customer Relationship Management through New Product Development.
Channel Management and Customer Relationship Management.
Embracing the e-Channel.
e-Channel Management: Electronic-Customer Relationship Management.
The Customer-Centric Organization in the Automotive Industry--Focus for the 21st Century.
STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.
The Tools for CRM: The Three Ws of Technology.
Using the Tools: Database Marketing, Data Warehousing and Data Mining.
CRM in the Telecommunication Industry: A Case Study of Swisscom.
ENABLING THE CRM STRATEGY: OVERVIEW.
Implementing CRM: 20 Steps to Success.
Using Catalytic Measures to Improve CRM.
Best Practices in Outsourcing CRM and Lessons Learned.
Learning and Knowledge Management Programs in the Age of CRM.
Implementing CRM: The Need for Performance Alignment.
Conclusion.
Appendix.