Succesful customer relationship marketing

New thinking, new strategies, new tools for getting closer to your customers

Bryan Foss, Merlin Stone

522 pages, parution le 01/01/2001

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Indisponible

Résumé

Any organization with a product or service ta sell will be familiar with customer relationship marketing (CRM). Over the past few years there has been an outpouring of books and articles all over the world, not to mention a deluge of conferences, on the subject. Yet, despite being awash with information, and the availability of increasingly sophisticated CRM ,systems and software, many companies are failing to get any real value from their customer data.
Successful Customer Relationship Marketing is probably the most in-depth and detailed book ever published on the subject of CRM. it draws an extensive global research programme led by Merlin Stone and sponsored by IBM and a numb of other companies into the CRM activities of organisations from a range of sectors such as travel, utilities, telecommunications, retail, consumer goods, airlines and the automotive industries. With contributions from a host of leading international experts, every aspect and issue sufrounding the understanding, implementation and management of CRM is covered, including : - integrating customer data into CRM strategy;
- data mining, warehousing and analysis;
- sharing customer data in the value chain;
- creating the intelligent supply chain;
- e-commerce and the supply chain;
- customer value management (CVM);
- developing global customef management systems;
- organizational and people aspects;
- programme planning and team selection;
- campaign management systems and processes.
Whether you are new to CRM or want to know about the latest tools, this important new book will give you all the practical guidance you need. You will find out how to profitably integrate a CRM policy into your overall business strategy, white the wéalth of examples and cases will give you fresh insight into what is truly possible when CRM is fully understood and effectively implemented.

Contents

List of figures
List of tables
About the authors
List of contributors
Preface
Acknoledgements

Knowledge of customer relationship management (CRM) and customers
Strategy and technology
Implementation
Sector studies

Index

L'auteur - Bryan Foss

Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business.

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.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Bryan Foss, Merlin Stone
Parution	01/01/2001
Nb. de pages	522
Format	19,5 x 25
Couverture	Relié
Poids	1220g
Intérieur	Noir et Blanc
EAN13	9780749435790
ISBN13	978-0-7494-3579-0