Collaborative Customer Relationship Management: Taking CRM to the Next Level

Collaborative Customer Relationship Management: Taking CRM to the Next Level

by Alexander H. Kracklauer
     
 

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Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in

Overview

Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.

"Collaborative CRM is the next generation of CRM."

Hasso Plattner, founder and CEO of SAP

Editorial Reviews

From the Publisher
From the reviews:

"This is a book that offers much educational benefit to practitioners and academics alike. … Collaborative Customer Relationship Management consists of six parts and 13 chapters, each contributed by experts … . is full of detailed information on customer relationship management and on category management. It is excellent for retail training, including some of the schools with programs in retail management. … is an excellent book for use in large consumer products firms as it has something for everyone engaged in commerce." (Janis Dietz, Journal of Consumer Marketing Vol. 22(2), 2005)

Product Details

ISBN-13:
9783642055294
Publisher:
Springer Berlin Heidelberg
Publication date:
12/01/2010
Edition description:
Softcover reprint of hardcover 1st ed. 2004
Pages:
276
Product dimensions:
6.10(w) x 9.25(h) x 0.24(d)

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