Loyalty.com: customer relationship management in the new era of Internet marketing
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
2000
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 325 S. |
| ISBN: | 0071357750 |
Internformat
MARC
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| 245 | 1 | 0 | |a Loyalty.com |b customer relationship management in the new era of Internet marketing |c Frederick Newell |
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill |c 2000 | |
| 300 | |a XX, 325 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Consommateurs - Fidélité | |
| 650 | 4 | |a Customer relations - Management | |
| 650 | 7 | |a E-commerce |2 gtt | |
| 650 | 7 | |a Internet |2 gtt | |
| 650 | 7 | |a Klantgerichtheid |2 gtt | |
| 650 | 4 | |a Marketing sur Internet | |
| 650 | 4 | |a Relations avec la clientèle | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Commerce | |
| 650 | 4 | |a Consumer Satisfaction |x methods | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Internet | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Interpersonal Relations | |
| 650 | 4 | |a Public Relations | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenmanagement |0 (DE-588)4236865-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
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Datensatz im Suchindex
| _version_ | 1804128046713667584 |
|---|---|
| adam_text | Contents
Foreword xiii
Preface xvii
Acknowledgments xix
PART ONE: CUSTOMER RELATIONSHIP MANAGEMENT: LAYING
THE FOUNDATION 1
1 Carolyn s Lament 5
Why do so many companies think they can buy her loyalty?
2 The Ears of the Hippopotamus 9
There is more to Customer Relationship Management than
technology.
3 The Leap of Faith 21
Organizational changes for successful CRM
4 The Four Things Your Customers Want to Tell You 30
Start by learning what it is your customers really want.
5 If Nominated I Will Not Run; If Elected I Will Not Serve 38
You can t build a profitable relationship with every one of your
customers.
The Real Profit Players Are Not the Home Run Kings 47
It s not enough to go to the plate—you have to make hits.
i 7 Keeping the Relationship Alive 54
A profitable customer relationship is not a one night stand.
Do you know where your profit zone is?
ix
x Contents
Eveolution and Other Surprises Ahead 60
Demographics and business decisions
Quick Tips from Part One 69
PART TWO: TODAY S TOOLS FOR CRM: TECHNOLOGY AND THE
INTERNET AND MORE 75
New Tools Require New Skills 77
If all you have is a hammer, everything looks like a nail.
The CRM Blueprint 86
Now that we have the working drawings, how do we build the
house?
SI But What Is It Good For? 91
The World Wide Web as a tool for CRM marketers
12 You ve Got Mail 105
Using e mail to integrate all aspects of customer communication
Should Telemarketing Be a Four Letter Word? 115
Call centers and telemarketing
Things Gutenberg Never Dreamed Of 127
On demand printing and digital prepress
Hi Ho! Hi Ho! It s Off to Work We Go 138
Data mining: The hot buzzword
Everything That Can Be Invented Has Been Invented 145
What can be predicted for the new century?
Welcome to the New Digital World 153
Technology.com.e mail.telecom.fridge.digital
Quick Tips from Part Two 165
Contents xi
PART THREE: WINNERS.COM: REAL WORLD APPLICATIONS 171
Can CRM Save the Brick and Mortar Folks? 173
It s not about providing larger selections of shelved products.
Managing CRM with Faceless Customers 184
How can packaged goods marketers use the disciplines of CRM?
Because That s Where the Money Is 199
CRM leaders: Financial institutions master the tools for success.
. But Who Is Really Your Customer? 211
Business to business CRM marketing
The Media Awaken to CRM 220
I gave at the office.
When You Care Enough 232
More than a points program: The Hallmark Gold Crown Story: A
case study
24 Reorganizing Using the CRM Initiative 239
Why the United Kingdom s largest health and beauty retailer calls
their CRM effort their biggest marketing project of the last 10 years:
A case study
Customer Involvement: RadioShack s Sophisticated CRM
Programs 246
A growing depth of involvement: A case study
Hopelessly Devoted to You.... Ta Da! 252
CRM is more than just database marketing—actions speak louder
than words.
Quick Tips from Part Three 260
PART FOUR: MAKING PRODUCTS INTO SERVICES: STRATEGIES
FOR PROFITABLE DIALOG 267
The Missing Link: Prodices 269
Customers want service—not just stuff.
xii Contents
1 It s a Matter of Degrees 275
Why developing CRM strategy is a learning process
Recognizing the Power of the Consumer 280
It s not about simply moving your marketing efforts to the Internet.
It s about how well your company dialogs.
Information Is Knowledge, Knowledge Is Power, and Power
Can Be Frightening 286
Some people believe companies have power over them because of
the information they collect.
CRM and Profits: Making the Case 294
Do you know where your profits are?
Quick Tips from Part Four 302
Endnotes 306
Index 318
|
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:43:01Z |
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| isbn | 0071357750 |
| language | English |
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| spelling | Newell, Frederick 1926- Verfasser (DE-588)124111696 aut Loyalty.com customer relationship management in the new era of Internet marketing Frederick Newell New York [u.a.] McGraw-Hill 2000 XX, 325 S. txt rdacontent n rdamedia nc rdacarrier Consommateurs - Fidélité Customer relations - Management E-commerce gtt Internet gtt Klantgerichtheid gtt Marketing sur Internet Relations avec la clientèle Advertising Commerce Consumer Satisfaction methods Customer relations Internet Internet marketing Interpersonal Relations Public Relations Online-Marketing (DE-588)7706419-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Kundenmanagement (DE-588)4236865-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009053625&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newell, Frederick 1926- Loyalty.com customer relationship management in the new era of Internet marketing Consommateurs - Fidélité Customer relations - Management E-commerce gtt Internet gtt Klantgerichtheid gtt Marketing sur Internet Relations avec la clientèle Advertising Commerce Consumer Satisfaction methods Customer relations Internet Internet marketing Interpersonal Relations Public Relations Online-Marketing (DE-588)7706419-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4236865-0 |
| title | Loyalty.com customer relationship management in the new era of Internet marketing |
| title_auth | Loyalty.com customer relationship management in the new era of Internet marketing |
| title_exact_search | Loyalty.com customer relationship management in the new era of Internet marketing |
| title_full | Loyalty.com customer relationship management in the new era of Internet marketing Frederick Newell |
| title_fullStr | Loyalty.com customer relationship management in the new era of Internet marketing Frederick Newell |
| title_full_unstemmed | Loyalty.com customer relationship management in the new era of Internet marketing Frederick Newell |
| title_short | Loyalty.com |
| title_sort | loyalty com customer relationship management in the new era of internet marketing |
| title_sub | customer relationship management in the new era of Internet marketing |
| topic | Consommateurs - Fidélité Customer relations - Management E-commerce gtt Internet gtt Klantgerichtheid gtt Marketing sur Internet Relations avec la clientèle Advertising Commerce Consumer Satisfaction methods Customer relations Internet Internet marketing Interpersonal Relations Public Relations Online-Marketing (DE-588)7706419-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Consommateurs - Fidélité Customer relations - Management E-commerce Internet Klantgerichtheid Marketing sur Internet Relations avec la clientèle Advertising Commerce Consumer Satisfaction methods Customer relations Internet marketing Interpersonal Relations Public Relations Online-Marketing Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009053625&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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