Customer relation management: a strategic perspective

Customer relation management: a strategic perspective

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Description

This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, service and IT, the importance of an organisation-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organisations planning to initiate the CRM journey.

Publication Date

1-4-2006

ISBN

1403928622; 978-1403928627

Publisher

Macmillan

Keywords

Marketing management, Customer Relation Management, CRM

Customer relation management: a strategic perspective

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