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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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