Adrian Payne

Handbook of CRM

• Gebundenes Buch

Produktbeschreibung

Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.

Based on recent knowledge, it is underpinned by:

Clear and comprehensive explanations of the key concepts in the field
Vignettes and full cases from major businesses internationally
Definitive references and notes to further sources of information on every aspect of CRM
Templates and audit advice for assessing your own CRM needs and targets

The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.

Produktdetails

• Verlag: Taylor & Francis
• Artikelnr. des Verlages: Y127703
• Seitenzahl: 458
• Englisch
• Abmessung: 234mm
• Gewicht: 838g
• ISBN-13: 9780750664370
• ISBN-10: 0750664371
• Artikelnr.: 14736446

Autorenporträt

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

Inhaltsangabe

A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
Chapter references
CRM reading list

Rezensionen

"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities should have The Handbook of CRM on the desk."