Up Close and Personal?: Customer Relationship Marketing at Work

Front Cover
Kogan Page Publishers, May 3, 2006 - Business & Economics - 440 pages
CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing. The book explores in depth a variety of issues including *strategies, policies and plans; *measuring the impact; *segmentation; *the implementation programme; *customer loyalty and continuity; *transparent marketing, customer value and process management; *customer knowledge management; *technical systems and data management; *managing good and bad customers; and *establishing ROI and satisfying the board. Based on worldwide research into CRM supported by IBM, Up Close & Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

one more time?
1
2 Relationships with customers
41
3 Buyin policies and plans
69
4 Measuring the impact
108
5 Segmentation and the top vanilla offer
140
6 Getting the show on the road
173
7 Customer loyalty and continuity
210
8 The customer experience transparent marketing and customer value management
244
9 Customer knowledge management
276
10 Technology and customer management systems
310
11 Managing good and bad customers
335
12 Justifying the CRM investment
372
A complete relation shipmarketing planning recipe
407
References
415
Index
423
Copyright

Other editions - View all

Common terms and phrases

About the author (2006)

Gamble is the Professor of European Management at the University of Surrey, UK. He is also Director of the Surrey European Management School. During his 25 year marketing career, he has written over 150 papers and published several books.

Bibliographic information