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* Includes a new free CD-ROM * Published in association with IBM and Ogilvy Effective customer relationship marketing (CRM) is one of the most important challenges faced by the management team of a modern enterprise. In a highly competitive and demanding environment, more and more companies are seeking to establish the strategies, culture, processes and technologies that will make it just that little bit harder for customers to make a switching or even a multi-sourcing decision. Nobody can completely predict human behavior but the ideas behind CRM are certainly designed to ensure the best chance of success. 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 awesome task of building a relationship with thousands, or even millions, of people. As customers become increasingly sophisticated in their expectations, the diversity and range of products and services on offer gets even wider. So how can you ensure that your product or service is their preferred choice, and, importantly, that it continues to be? Do customers become confused by too extensive a choice? Will people welcome a close relationship with their suppliers or will they find it over-intrusive and an invasion of privacy? Database technology of different kinds can facilitate a range of relationship marketing techniques. The important issues for modern enterprises, large and small, are to understand the why, what, how, when and where of using them. ""Up Close and Personal?"" provides important andpractical new insights into effective customer relationship marketing by looking in depth at: * Strategies, policies and plans; * Measuring the impact; * Segmentation; * The implementation program; * Customer loyalty and continuity; * Transparent marketing, customer value and process management; * Customer knowledge management; * Technical systems and data management; * Managing good and bad customers * Establishing ROI and satisfying the Board This second edition has been fully updated throughout and contains new material on data management, key performance indicators and benefit analysis. It also comes with a free CD-ROM containing a diagnostic tool to enable you to determine how well your enterprise might be positioned to take forward a new CRM initiative. Based on worldwide research into CRM supported by IBM, Up Close and Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss provide a combination of marketing theory, practical guidance, case studies and implementation techniques, while emphasizing the need for constant re-evaluation. It is clear that businesses that develop closer relationships with their customers can compete better. However, these relationships cannot be built overnight. The capabilities necessary to sustain and develop them require careful consideration. Enterprises that build their CRM systems now will be the organizations of the future.
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Paul R. Gamble is the Professor of European Management at the University of Surrey, UK and Director of the Surrey European Management School (SEMS).Review:
""This book should be read by all marketing, sales, service and advertising practitioners whether they want an introduction to CRM or whether they are assessing how much further it can be developed.""-- Marketing magazine
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