CRM at the Speed of Light
Essential Customer Strategies for the 21st Century
368 pages, parution le 23/08/2004
(3eme édition)
Résumé
- CRM is six billion dollar industry'it is of primary interest to mid-to large-sized corporations, and the audience includes IT managers, CEOs, COOs, CTOs, and CFOs
- Part of Osborne's exciting and successful Computer World'Books for IT Leaders series
- Unique approach'written in functional, results-oriented language appropriate for the technical audience as well as for corporate decision-makers
- Boes beyond technology'covers an entire range of policies, services, and practices, and software solutions
Updated to reflect the major changes in Customer Relationship Management (CRM) in the last few years, this third edition of CRM at the Speed of Light: Capturing and Keeping Customers in Real Time is a must-read for executives looking to leverage the latest technologies on the market to reach and retain customers. Learn CRM concepts, discover what tools are available and which ones are suitable for your business, and get practical, expert advice on avoiding common pitfalls.
Key features
- Paul Greenberg's book is virtually the 'Bible' of CRM to many corporations. It accurately and comprehensively explains the concepts, the services, and the players. It is also opinionated and fun to read.
- The CRM playing field has been especially volatile during the past couple of years of economic downturn, so a lot has changed since the previous edition. The Third Edition will be a complete rewrite.
- CRM is a worldwide market, and the author will write with a global perspective. The current edition has been translated into several languages.
- The outline and approach of the Third Edition has been rethought to make it easier to use in the classroom. One important thing to note is that chapters are smaller; topics are presented in more succinct chunks. This also makes it easier for busy executives to extract just the information they want to know.
Sommaire
- PartI: The Overview
- Is CRM Ashley Judd?
- Whole-Brained CRM: The Real Metaphor
- Data-Driven CRM vs. Process-Driven CRM
- PartII: The Modules
- Sales Force Automation: Power to the (Sales) People
- Enterprise Marketing Management: Finally Getting the Message?
- CCRM = PRM: Not Just a Name Change
- Call Center, CIC, Potato, Po-tah-to: Customer Service Can Be Good'Whatever You Call It
- Field Service: Not Just Your Maytag Repairman Anymore
- Analytics: I Never Saw a Purple Cow, but if I Did, It Would Be a Demographic .
- PartIII: The Markets
- Going Deep: Verticalizing CRM .
- 'Of the People, by the People, for the People': CRM in the Public Sector
- CRM and the SMB: Small Is Beautiful
- PartIV: The Modules
- Web Architecture for Enterprise Applications: Why Learn THAT?
- Data Mining, Datawarehouse, Data (Just Not Star Trek's)
- Supply Chain + Demand Chain = A Big Enterprise Value Chain, Gang
- The ASP Model: Sexy, but Utilitarian
- PartV: The Kernel
- CRM Strategy: First in Plan, First in Implementation, First in the Heart of the Customer
- Business Processes Are Gender Neutral, Aren't They?
- Culture Change, not Diaper Change: Managing a Dramatic Transformation
- Dancing to the Music: Implementing CRM
- Communications and Learning Management Does Not Equal Knowledge Dump
- ROI and Metrics: Numbers Never Felt So Good
- PartVI: The Ranks
- Playing with the Big Boys: The Sandbox Survivors
- The Best of the Rest
- The ASP Is More than Cleopatra's Death Warrant
- PartVII: Back to the Future
- Peering at the Future Through Glasses: Bye-Bye CRM, Sort Of
- Appendix: Customer Lifetime Value Primer
Voir tout
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Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Paul Greenberg |
| Parution | 23/08/2004 |
| Édition | 3eme édition |
| Nb. de pages | 368 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 1075g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780072231731 |
| ISBN13 | 978-0-07-223173-1 |
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