Simon Knox, Stan Maklan, Adrian Payne, Joe Peppard, Lynette Ryals
"Customer Relationship Management: Perspectives from the Market Place"
Butterworth-Heinemann | 2002-12-04 | ISBN: 0750656778 | 302 pages | PDF | 7,3 MB
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.
* Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team
* High level strategic approach to CRM
* Carefully researched cases providing the specific application of general theories
No Mirror(s) Please!
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