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Customer Relationship Management: Perspectives from the Market Place

Customer Relationship Management: Perspectives from the Market Place

by Adrian Payne (Author), JoePeppard (Author), StanMaklan (Author), Lynette Ryals (Author), SimonKnox (Author)

  • New

    Hardcover 2002

    $64.31
Synopsis

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme.

The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.

Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.

$64.31

Quantity

5 in stock

More Information

Format: Hardcover
 Pages: 302
 Publisher: A Butterworth-Heinemann Title
Published: 29 Oct 2002
ISBN 10: 0750656778
ISBN 13: 9780750656771
Book Overview: * Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team * High level strategic approach to CRM * Carefully researched cases providing the specific application of general theories

Author Bio
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. Lynette specializes in sales, key account management and marketing portfolio management, particularly in service businesses. Her PhD looked at key account profitability and she has published widely on this topic. She is a Registered Representative of the London Stock Exchange and a Fellow of the Society of Investment Professionals. She is also the Director of Cranfield's Key Account Management Best Practice Research Club.