The ultimate CRM handbook: strategies and concepts for building enduring customer loyalty and profitability
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Berkeley, Calif. u.a.
McGraw-Hill
2003
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | viii, 353 S. |
| ISBN: | 0071409351 |
Staff View
MARC
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| adam_text | Contents
Preface vii
Acknowledgments ix
Part 1 The New CRM Imperative 1
Chapter 1 The New CRM Imperative 3
John G. Freeland
Part 2 Setting the Strategy 11
Chapter 2 Introduction: Strategy First, Then CRM 13
Steven S. Ramsey
Chapter 3 Customer Strategy: Whom Do You Want to Reach? 18
Clive Whitehouse, Ruth E. Spencer, and Michael Payne
Chapter 4 Brand Strategy: Why Brand Is at the Forefront
of Next Generation CRM 30
Stephen F. Dull
Chapter 5 Channel Strategy: Avoiding Channel Conflicts 44
Paul F. Nunes, Bruce W. Bendix, and John B. Goodman
Chapter 6 CRM Strategy: Capabilities for Creating
the Customer Experience 54
Brian K. Crockett
Part 3 Gaining Customer Insights 65
Chapter 7 Introduction: Gaining Customer Insights
in a World of Change and Uncertainty 67
J. Patrick O Halloran
iii
iv Contents
Chapter 8 The Critical Element: Using Data to Become
a Customer Centric Organization 72
Shep Parke and Holly Porter
Chapter 9 The Foundation of Insight: Three Approaches
to Customer Centric Understanding 78
Brian K. Crockett and Kenneth L. Reed
Chapter 10 Silence Is Golden: The Emerging
Opportunities of Silent Commerce 85
Timothy Stephens
Chapter 11 Beyond the Data: Making the Most
of Customer Knowledge 94
Jeanne G. Harris and Thomas H Davenport
Chapter 12 More Than Data Warehousing:
An Integrated View of the Customer 102
Kevin N. Quiring and Nancy K. Mullen
Part 4 Reinventing Customer Contact 109
Chapter 13 Making Customer Interaction
More Profitable 111
Philip J. Tamminga
Chapter 14 Let s Talk: Applying the Art of Conversation
to Customer Contact 118
Brian A. Johnson and Paul E Nunes
Chapter 15 Collaboration: Effective Personalization s
Missing Ingredient 126
Paul F Nunes
Chapter 16 Untethered Relationships: How Wireless
Is Changing Customer Contact 135
John C. Beck, Patrick D. Lynch, and Mitchell E. Wade
Chapter 17 Aligned Goals: Transforming Customer
Interactions 145
Robert E. Wollan and Paul F. Nunes
Chapter 18 Partner Relationship Management:
The Next Generation of the Extended Enterprise 153
Marc F. Hayes and Ron Ref
Contents v
Chapter 19 Mission Critical Workforces: Developing
a Source of Value 165
Dorothy V. VonDette and Patrick Mosher
Chapter 20 The Message Must Go Through: Messaging
Technologies and Customer Care 174
Marc F. Hayes
Chapter 21 Customer Centric Service Management:
Maximizing Life Cycle Revenue for OEMs 181
Dean J. Teglia and Luis Vassal lo
Part 5 Transforming Marketing 189
Chapter 22 Introduction: Bringing Rigor and Discipline
to Creative Pursuits 191
Brian A. Johnson and Steven S. Ramsey
Chapter 23 Market Madness: The State of Marketing
Campaign Management 198
J. Patrick O Halloran, Theodore Ansusinha, Shep Parke,
and Mark C. Giometti
Chapter 24 The Next Frontier: Just in Time Marketing 212
J. Patrick O Halloran and Todd R. Wagner
Chapter 25 The New Integrated Marketing 221
Paul F. Nunes
Chapter 26 Marketing by the Numbers: How to
Optimize Marketing ROI 231
Jeffrey Merrihue
Chapter 27 The Case for Marketing Resource
Management 242
Naveen K. Jain and Marianne Seiler
Part 6 CRMatWork 255
Chapter 28 Communications: Recovering from the Fall,
Repositioning for the Future 257
Julie F Nelson
Chapter 29 Government: Giving the People
What They Want 269
Sean Shine and Craig B. Cornelius
vi Contents
Chapter 30 Manufacturing: Gradual Shift from Product
to Customer 280
Gregory J. Supron
Chapter 31 Resources: CRM Is a Competitive Necessity 292
James O. Etheredge
Chapter 32 Retail: Customer Demands Intensify
the Pressure for CRM 303
Brian Kalms and Dennis A. Mullahy
Notes 313
Glossary 320
Contributing Authors 329
Index 339
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| spelling | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability John G. Freeland Ed. Berkeley, Calif. u.a. McGraw-Hill 2003 viii, 353 S. txt rdacontent n rdamedia nc rdacarrier Kundenbindung (DE-588)4384508-3 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Kundenmanagement (DE-588)4236865-0 s Kundenbindung (DE-588)4384508-3 s b DE-604 Freeland, John G. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012966860&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability |
| title_auth | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability |
| title_exact_search | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability |
| title_full | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability John G. Freeland Ed. |
| title_fullStr | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability John G. Freeland Ed. |
| title_full_unstemmed | The ultimate CRM handbook strategies and concepts for building enduring customer loyalty and profitability John G. Freeland Ed. |
| title_short | The ultimate CRM handbook |
| title_sort | the ultimate crm handbook strategies and concepts for building enduring customer loyalty and profitability |
| title_sub | strategies and concepts for building enduring customer loyalty and profitability |
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