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| Document Type: | Book |
|---|---|
| All Authors / Contributors: |
Adrian Payne; Pennie Frow |
| ISBN: | 9781107649224 1107649226 |
| OCLC Number: | 1200074295 |
| Description: | xvi, 529 pages : illustrations, graphs ; 25 cm |
| Contents: | Part I. Introduction: 1. Strategic customer management; Part II. Relationship Marketing: 2. Relationship marketing: development and key concepts; Case study 2.1. Myspace - the rise and fall; Case study 2.2. Placemakers - success factors in the building supplies sector; 3. Customer value creation; Case study 3.1. BT (British Telecommunications) - creating new customer value propositions; Case study 3.2. Zurich Financial Services - building value propositions; 4. Building relationships with multiple stakeholders; Case study 4.1. AirAsia spreads its wings; Case study 4.2. The City Car Club, Helsinki - driving sustainable car use; 5. Relationships and technology: digital marketing and social media; Case study 5.1. Hippo in India - using Twitter to manage the supply chain; Case study 5.2. Blendtec - the 'will it blend' viral marketing initiative; Part III. Customer Relationship Management: Key Processes: 6. Strategy development; Case study 6.1. Tesco - the relationship strategy superstar; Case study 6.2. Samsung - from low-cost producer to product leadership; 7. Enterprise value creation; Case study 7.1. Coca-Cola in China - bringing fizz to the Chinese beverages market; Case study 7.2. Sydney Opera House - exploring value creation strategies; 8. Multi-channel integration; Case study 8.1. TNT - creating the perfect customer experience; Case study 8.2. Guinness - delivering the 'Perfect Pint'; 9. Information and technology management; Case study 9.1. Royal Bank of Canada - building client service commitment; Case study 9.2. The DVLA - innovating with CRM in the public sector; 10. Performance assessment; Case study 10.1. Sears - the service profit chain and the Kmart merger; Case study 10.2. The Multinational Software Company - driving results with a metrics dashboard; Part IV. Strategic Customer Management Implementation: 11. Organising for implementation; Annex: the comprehensive CRM audit; Case study 11.1. Nationwide Building Society fulfilling a CRM vision; Case study 11.2. Mercedes-Benz - building strategic customer management capability; Index. |
| Responsibility: | Adrian Payne, Pennie Frow. |
Reviews
Publisher Synopsis
'Adrian Payne and Pennie Frow have written the best guide to understanding customer relationship management strategy. They have provided an excellent framework and illustrate it with a rich set of cases that both students and managers would profit from reading.' Philip Kotler, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'Relationship Marketing and CRM have until now been treated as two separate processes, even though all the evidence points to the fact that most CRM systems fail because of a lack of understanding of customer needs. Adrian Payne and Pennie Frow have brought the two domains together under a title which makes sense - Strategic Customer Management - which from the very beginning should have been the whole purpose of CRM.' Malcolm McDonald, Emeritus Professor, Cranfield School of Management, Cranfield University, and Chairman, Brand Finance PLC 'Strategic Customer Management is the most comprehensive treatise on Customer Centric Marketing. It provides insightful understanding of how to create value for customers and also for the company. I congratulate Adrian Payne and Pennie Frow for an outstanding contribution to both the marketing discipline and practice.' Jagdish N. Sheth, Charles H. Kellstadt Chair of Marketing, Goizueta Business School, Emory University 'This book is a comprehensive guide to building shareholder value through long-lasting relationships with all kinds of customers.' James Heskett, Baker Foundation Professor Emeritus, Harvard Business School, and author of The Culture Cycle 'Strategic Customer Management takes a thorough, relational approach to the customer. By integrating relationship marketing with CRM and adding a service perspective on business, it goes far beyond conventional marketing books. It provides a comprehensive approach to how a firm can understand and manage customers in the contemporary competitive environment, where traditional marketing models are increasingly less effective.' Christian Groenroos, Hanken School of Economics, Finland 'As Peter Drucker says 'There is only one definition of business purpose: to create a customer.' If you agree with Drucker, and desire a competitive advantage, consider the strategic fundamentals and execution techniques outlined in Strategic Customer Management: Integrating Relationship Marketing and CRM.' Jim Guyette, President and CEO Rolls-Royce, North America Read more...
