Customer Relationship Marketing

Get to Know Your Customers and Win Their Loyalty

Merlin Stone, Neil Woodcock, Liz Matchynger

228 pages, parution le 01/11/2000

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Résumé

Always invigorating and challenging, Merlin [Stone] has that rare blend of hard-earned wisdom and clarity of vision that makes his work so significant Ð and so effective.Ó Charles Arthur, Executive Director, Miller Freeman Direct.

As major corporations work to unlock the full power of e-commerce they are realizing that customer relationship marketing is an important key: only by forming a lasting relationship with each individual can they target their customers effectively.

The long-term strategy and technological investment that CRM requires forms the core subject of this important new edition, in which three expert marketers point the way forward. They consider the latest research and illustrate their advice with current examples, showing every company (and all marketing professionals) how to take a lead in planning CRM strategy, from first principles through CRM technology to E-CRM and the E-future.

Contents

Acknowledgements                                   iv
 Preface                                            viii
 Foreword                                           x
 Why Relationship Marketing?                      1  
 Models of Customer Management                    11 
 The Customers' Perspective                       29 
 The Company's Perspective                        40 
 Quantifying the Impact                           52 
 Identifying Customers' Relationship Needs        71 
 The Role of Market Research                      85 
 Customer Retention and Loyalty                   101
 Integrating CRM Strategies                       117
 Processes and Procedures                         128
 People and Performance                           142
 CRM Technology -- Today and Tomorrow             160
 The Future of e-CRM                              195
 CRM Programme Planning                           217
 Index                                              227

L'auteur - Merlin Stone

Merlin Stone is IBM Professor of Marketing at SEMS. He is a founder member of the Institute of Direct Marketing and a co-author of Up Close and Personal (Kogan Page, 1999) with Paul Gamble and Neil Woodcock.

L'auteur - Neil Woodcock

Neil Woodcock is an independent consultant who has worked on customer management projects with multinational companies.

L'auteur - Liz Matchynger

Liz Machtynger leads the Customer Management Practice for Mummert + Partner, a German management consultancy organization, and works with other leading players in the CRM field to research and develop programmes.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Merlin Stone, Neil Woodcock, Liz Matchynger
Parution	01/11/2000
Nb. de pages	228
Format	15,2 x 23,3
Couverture	Broché
Poids	362g
Intérieur	Noir et Blanc
EAN13	9780749427009
ISBN13	978-0-7494-2700-9