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Successful customer relationship marketing : new thinking, new strategies, new tools for getting closer to your customers

Author: Bryan Foss; Merlin Stone
Publisher: London : Kogan Page, 2001.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

A handbook on customer relationship marketing. Successful Customer Relationship Marketing explores what companies all over the world are doing and shows what tools and techniques are actually  Read more...

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Document Type: Book
All Authors / Contributors: Bryan Foss; Merlin Stone
ISBN: 0749435798 9780749435790
OCLC Number: 46650319
Notes: Includes index.
Description: xxii, 522 pages : illustrations ; 24 cm
Contents: pt. 1. Knowledge of customer relationship management (CRM) and customers. Ch. 1. Defining CRM and assessing its quality / Merlin Stone and Neil Woodcock. Ch. 2. Integrating customer data into CRM strategy / Merlin Stone, Julie Abbott and Francis Buttle. Ch. 3. Strategic data analysis for CRM / Merlin Stone and Bryan Foss. Ch. 4. Data mining and data warehousing / Merlin Stone, Richard Sharman and Bryan Foss / [and others]. Ch. 5. Analysis requirements / Merlin Stone --
pt. 2. Strategy and technology. Ch. 6. Sharing customer data in the value chain / Merlin Stone, Tim Virdee and Kevin Condron. Ch. 7. Integrating customer management systems / Bryan Foss and Merlin Stone. Ch. 8. The intelligent supply chain / Merlin Stone, Kumar Bhaskaran and Colin Devonport. Ch. 9. Customer value management (CVM) / Harvey Thompson, Merlin Stone and Bryan Foss. Ch. 10. Wireless customer management / Merlin Stone and Edward Ben Nathan. Ch. 11. Smart cards / Merlin Stone and Chris Field --
pt. 3. Implementation. Ch. 12. Global customer management / Merlin Stone, Bryan Foss and Rich Harvey / [et al.]. Ch. 13. Customer management through people / Merlin Stone, Neil Woodcock and Roy Sheridan / [et al.]. Ch. 14. Programme planning, team selection and management / Merlin Stone, Liz Machtynger and Neil Woodcock / [et al.]. Ch. 15. Campaign management systems and processes / Merlin Stone, Tess Harris and Bryan Foss --
pt. 4. Sector studies. Ch. 16. Travel industry CRM / Merlin Stone, Alison Bond and Jonathan Miller / [et al.]. Ch. 17. The use of CRM by airlines / Merlin Stone, Dania Spier and John Mullaly / [et al.]. Ch. 18. CRM in retailing / Merlin Stone and Chris Field. Ch. 19. Automotive CRM / Merlin Stone, Alla Main and Harvey Thompson / [et al.]. Ch. 20. Consumer durables / Merlin Stone and Paul Weston. Ch. 21. Utilities and telecommunications / Merlin Stone and Steve Dickey. Ch. 22. Where next for CRM? / Merlin Stone.
Responsibility: Bryan Foss & Merlin Stone.

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