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Profiting from eCRM : making the new marketing work

Author: Hugh Wilson; Elizabeth Daniel; Cranfield School of Management.
Publisher: London : Financial Times Prentice Hall, 2001.
Series: Cranfield School of Management research reports.; Management research in practice.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

In the new economy companies must integrate marketing processes throughout the business and embrace a single-minded focus on customer value. This report from Cranfield School of Management sets out  Read more...

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Document Type: Book
All Authors / Contributors: Hugh Wilson; Elizabeth Daniel; Cranfield School of Management.
ISBN: 0273654217 9780273654216
OCLC Number: 45898903
Description: xi, 133 pages : illustrations ; 30 cm.
Contents: List of figures List of tables 1 INTRODUCTION AND SUMMARY * Aims and report structure * Method and sponsors * Executive summary 2 A MAP OF THE NEW MARKETING * Introduction * Overview * Define markets and understand value * Create value proposition * Deliver value * Monitor value * Summary 3 A SURVEY OF E-MARKETING APPLICATIONS * Introduction * Overview * ERP systems * Customer relationship management systems * Marketing data warehouses * Operational EIS * Market research applications * R&D support tools * Causal modelling * Planning support tools * Conclusions 4 IDENTIFYING AND ACHIEVING BENEFITS FROM eCRM * Introduction: the benefits dependency network * Investment objectives and benefits * Business and enabling changes * The applications portfolio * Conclusions 5 FACTORS FOR SUCCESS IN eCRM PROJECTS * Why marketing applications are different * A synthesis of previous research * Success factors from case studies * Conclusions 6 EVOLVING THE ORGANIZATION TOWARDS E-MARKETING:A STAGE MODEL * Introduction * The e-marketing mix * Overview of stage model * Stage 1: Running the business * Stage 2: Piecemeal customer data * Stage 3: Integration for analysis * Stage 4: The integrated customer interface * Stage 5: Customized market strategy * Stage 6: IT-enabled market restructuring * Summary Bibliography
Series Title: Cranfield School of Management research reports.; Management research in practice.
Responsibility: Hugh Wilson and Elizabeth Daniel with Malcolm McDonald, John Ward and Frances Sutherland.

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