Customer Relationship Management: Integrating Marketing Strategy and Information Technology

William G. Zikmund, Raymond McLeod, Jr, Faye W. Gilbert

198 pages, parution le 10/02/2003

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Résumé

Customer relationship management (CRM) is one of the hot topics in marketing and information systems today. Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. A CRM system brings together lots of pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of their interactions with customers while at the same time making those interactions appear friendlier through individualization. CRM's purpose is to enhance customer satisfaction and retention by alignment of customer business processes with technology integration.

As the Internet and digital technology change the ways business is conducted, the academic disciplines of information technology and marketing are merging. As a result, experiments with new and modified courses are being taught at many innovative universities at the forefront of this change.

Contents

The Nature of Customer Relationship Management
Understanding Customer Differences
Information Technology and Collecting Customer Data
The CRM Data Warehouse
Customer Loyalty
Customer Retention Strategies
Winback and Acquisition Strategies
Sales Force Automation and Automated Customer Service Centers
The Basics of Data Mining, Online Analytical Processing, and Information Presentation
Measuring Customer Satisfaction and Loyalty
Issues for Implementing CRM Systems

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	William G. Zikmund, Raymond McLeod, Jr, Faye W. Gilbert
Parution	10/02/2003
Nb. de pages	198
Format	19 x 23,5
Couverture	Broché
Poids	321g
Intérieur	Noir et Blanc
EAN13	9780471271376
ISBN13	978-0-471-27137-6