Customer relationship management: a strategic perspective
Shainesh, G.
Customer relationship management: a strategic perspective - New Delhi Trinity Press 2006 - xii, 198 p.
Contents:
PART 1: THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT
1. Customer Relationship management: The Strategic Imperatives
2. Conceptual Foundations of CRM
3. Building Customer Relationship
4. Economics of Customer Relationship Management
PART 2: CRM APPLICATIONS IN CONSUMER AND BUSINESS MARKETS
5. CRM in B2C Markets
6. CRM in B2B Markets
PART 3: TECHNOLOGICAL TOOLS FOR CUSTOMER RELATIONSHIP MANAGEMENT
7. Components of eCRM Solutions
8. Product Offerings in the CRM Market Space
9. Contact Centres for CRM
PART 4: IMPLEMENTING CRM
10. The CRM Road Map
11. Operational Issues in Implementing CRM
About the Book:
CRM has evolved from being a mere buzzword in the early 1990s to an inherent element of business strategy in the new millennium. Firms in services, goods and consumer industries as well as business markets are undertaking initiatives to build relationships with their customers and improve marketing productivity as well as organizational profitability. We have adopted a strategic perspective and a managerial orientation to explore the concepts and applications of CRM across industries. Rapid changes in the business environment involving customers, competition and technology have created new challenges for firms. These challenges will increase the importance of customer relationships for businesses in almost every market.
This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, services and IT, the importance of an organization-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organizations planning to initiative the CRM journey.
Salient features
1.Strategic perspective of CRM
2.Managerial orientation
3.Comprehensive coverage of CRM-Concepts, Applications, Technology Tools and 4.Implementation
4.Insights through illustrations and case studies of Indian firms
5.Overview of major CRM products
6.Framework for implementing CRM
9789351381457
Customer relationship management
658.812 / SHA
Customer relationship management: a strategic perspective - New Delhi Trinity Press 2006 - xii, 198 p.
Contents:
PART 1: THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT
1. Customer Relationship management: The Strategic Imperatives
2. Conceptual Foundations of CRM
3. Building Customer Relationship
4. Economics of Customer Relationship Management
PART 2: CRM APPLICATIONS IN CONSUMER AND BUSINESS MARKETS
5. CRM in B2C Markets
6. CRM in B2B Markets
PART 3: TECHNOLOGICAL TOOLS FOR CUSTOMER RELATIONSHIP MANAGEMENT
7. Components of eCRM Solutions
8. Product Offerings in the CRM Market Space
9. Contact Centres for CRM
PART 4: IMPLEMENTING CRM
10. The CRM Road Map
11. Operational Issues in Implementing CRM
About the Book:
CRM has evolved from being a mere buzzword in the early 1990s to an inherent element of business strategy in the new millennium. Firms in services, goods and consumer industries as well as business markets are undertaking initiatives to build relationships with their customers and improve marketing productivity as well as organizational profitability. We have adopted a strategic perspective and a managerial orientation to explore the concepts and applications of CRM across industries. Rapid changes in the business environment involving customers, competition and technology have created new challenges for firms. These challenges will increase the importance of customer relationships for businesses in almost every market.
This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, services and IT, the importance of an organization-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organizations planning to initiative the CRM journey.
Salient features
1.Strategic perspective of CRM
2.Managerial orientation
3.Comprehensive coverage of CRM-Concepts, Applications, Technology Tools and 4.Implementation
4.Insights through illustrations and case studies of Indian firms
5.Overview of major CRM products
6.Framework for implementing CRM
9789351381457
Customer relationship management
658.812 / SHA