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Customer Relationship Marketing
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Librairie Eyrolles - Paris 5e

Customer Relationship Marketing

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


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.


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

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


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