Description
Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
Based on recent knowledge, it is underpinned by:
* Clear and comprehensive explanations of the key concepts in the field
* Vignettes and full cases from major businesses internationally
* Definitive references and notes to further sources of information on every aspect of CRM
* Templates and audit advice for assessing your own CRM needs and targets
The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.
* A definitive, heavily researched, comprehensive overview * Key concepts allied to action templates * Written by one of the first major marketing thinkers in the field and based on Cranfield Business Schools internationally acknowledged leadership in the field
About the Author
Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.
Reviews
"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities should have The Handbook of CRM on the desk."
Book Information
ISBN 9780750664370
Author Adrian Payne
Format Hardback
Page Count 458
Imprint Butterworth-Heinemann Ltd
Publisher Taylor & Francis Ltd
Weight(grams) 900g
