Customer Relationship Management: Perspectives from The Marketplace
ISBN-13:
9780750656771
ISBN-10:
0750656778
Edition:
1
Author:
Lynette Ryals, Joe Peppard, Stan Maklan, Adrian Payne, Simon Knox
Publication date:
2002
Publisher:
Routledge
Format:
Hardcover
320 pages
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Book details
ISBN-13:
9780750656771
ISBN-10:
0750656778
Edition:
1
Author:
Lynette Ryals, Joe Peppard, Stan Maklan, Adrian Payne, Simon Knox
Publication date:
2002
Publisher:
Routledge
Format:
Hardcover
320 pages
Summary
Customer Relationship Management: Perspectives from The Marketplace (ISBN-13: 9780750656771 and ISBN-10: 0750656778), written by authors
Lynette Ryals, Joe Peppard, Stan Maklan, Adrian Payne, Simon Knox, was published by Routledge in 2002.
With an overall rating of 4.4 stars, it's a notable title among other
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Description
Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme.
The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.
Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.
* Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team
* High level strategic approach to CRM
* Carefully researched cases providing the specific application of general theories
The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.
Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.
* Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team
* High level strategic approach to CRM
* Carefully researched cases providing the specific application of general theories
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