Strategic Customer Management

Strategic Customer Management

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Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.We define outstanding or a#39;perfecta#39; in this context as achieving a 5/5 score on customer satisfaction. ... over Chrysler Corporation three decades ago: Nobody at Chrysler seemed to understand that interaction among different enterprise functions in a company is absolutely critical. ... can help engage all staff, across all departments and business functions, in delivering an outstanding product or service.

Title:Strategic Customer Management
Author:Adrian Payne, Pennie Frow
Publisher:Cambridge University Press - 2013-03-28


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