Strategic Customer Management: Integrating Relationship Marketing and CRM

Przednia okładka
Cambridge University Press, 28 mar 2013
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.
 

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Spis treści

Strategic customer management
3
Development and key concepts
39
1 Myspace The rise and fall
72
Customer value creation
79
1 British Telecommunications BT creating new customer value
108
Building relationships with multiple stakeholders
116
1 AirAsia spreads its wings
144
Digital marketing and social media
152
1 Hippo in India using Twitter to manage the supply chain
197
Strategy development
207
Performance assessment
397
Organising for implementation
437
Notes
497
Index
520
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Informacje o autorze (2013)

Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the University of New South Wales.

Dr Pennie Frow is Associate Professor of Marketing and Director of the Master of Marketing Programme at the University of Sydney Business School, Australia.

Informacje bibliograficzne