Principles of Customer Relationship Management
Cengage Learning, 2008 - Business & Economics - 511 pages
The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
acquisition available due behavior brand campaign management capture channel chapter communication company’s components consumer copyright restrictions cost create CRM efforts CRM initiative CRM strategy CRM systems cross-selling customer base customer data Customer Data Integration customer equity customer information customer lifetime value Customer Relationship Management customer satisfaction customer service customer’s data mart data mining data warehouse database due to copyright e-mail effective employees enables environment evaluation example focus focused functions identify implementation improve increase individual industry input integration interaction Internet linkage loyalty programs manufacturer Marketing Automation measures needs on-demand Operational Data Store organization organization’s percent performance person profits promotion prospects purchase refers relationship marketing retailer RFID sales force salesforce.com salespeople segments selling solutions specific telemarketing Text not available tion tomers touch points transaction up-selling users value chain