Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.
Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.
Part 1: Introduction
Chapter 1: Customer-Supplier Relationships
Chapter 2: Customer Relationship Management
Part 2: Strategy and Organisation
Chapter 3: CRM as an integral business strategy
Chapter 4: The relationship oriented organisation
Part 3: Intelligence
Chapter 5: Customer knowledge strategy
Chapter 6: Customer data management
Chapter 7: Data analyses and datamining
Chapter 8: Segmentation and selections
Chapter 9: Retention and cross-sell analyses
Chapter 10: Management reporting: measuring, learning and optimising
Part 4: Marketing
Chapter 11: The customer proposition
Chapter 12: The relationship policy
Part 5: Channels
Chapter 13: Multi-channel management
Chapter 14: Personal selling
Chapter 15: Online environment
Chapter 16: Contact Centre Management
Part 6: CRM Systems and their implementation
Chapter 17: CRM systems
Chapter 18: Implementation of CRM systems
Chapter 19: The future
