Customer Relationship Management: Integrating Marketing Strategy and Information Technology / Edition 1

Customer Relationship Management: Integrating Marketing Strategy and Information Technology / Edition 1

by William G. Zikmund, Raymond McLeod Jr., Faye W. Gilbert
     
 

CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS.

To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the

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Overview

CUSTOMER - INFORMATION ABOUT PAST, PRESENT, AND POTENTIAL CUSTOMERS IS THE HEART OF SOUND STRATEGIC PLANS.

To develop an integrated view of the customer base, successful executives must understand both marketing concepts and information system architecture. This groundbreaking book explores the emerging field of customer relationship management (CRM) from the crossroads of marketing strategy and information technology. Business students and executives will appreciate both the treatment of relevant marketing and information systems concepts and the coverage of practical techniques for the creation of a successful CRM system.

Product Details

ISBN-13:
9780471271376
Publisher:
Wiley
Publication date:
12/06/2002
Edition description:
New Edition
Pages:
208
Sales rank:
1,224,890
Product dimensions:
7.50(w) x 9.39(h) x 0.31(d)

Table of Contents

Preface.

About the Authors.

The Nature of Customer Relationship Management.

Understanding Customer Differences.

Information Technology and Collecting Customer Data.

The CRM Data Warehouse.

Customer Loyalty.

Customer Retention Strategies.

Winback and Acquisition Strategies.

Sales Force Automation and Automated Customer Service Centers.

The Basics of Data Mining, Online Analytical Processing, and Information Presentation.

Measuring Customer Satisfaction and Loyalty.

Issues for Implementing CRM Systems.

Business Index.

Subject Index.

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