Strategic customer management : integrating relationship marketing and CRM (Book, 2015) [WorldCat.org]
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Strategic customer management : integrating relationship marketing and CRM
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Strategic customer management : integrating relationship marketing and CRM

Author: Adrian Payne; Pennie Frow
Publisher: Cambridge, UK : Cambridge University Press, 2015.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The first textbook to integrate relationship marketing and CRM for a clear roadmap to excellent customer management. Its up-to-date coverage includes technological issues, digital marketing and  Read more...

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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.

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'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 Read more...

 
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