Customer Relationship Management : Concepts and Technologies, 2nd Edition (SIE)

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:

• A Tutor Resource pack available to instructors who adopt this text
• Case examples illustrating CRM in practice
• Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.
• A Tutor Resource pack available to instructors who adopt this text
• Case examples illustrating CRM in practice
• Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service

Foreword
Preface
Acknowledgements
About the Author

Chapter 1 : Introduction to Customer Relationship Management
Chapter 2 : Understanding Relationships
Chapter 3 : Planning and Implementing Customer Relationship Management Projects
Chapter 4 : Developing, Managing, and Using Customer-Related Databases
Chapter 5 : Customer Portfolio Management
Chapter 6 : Customer Relationship Management and Customer Experience
Chapter 7 : Creating Value for Customers
Chapter 8 : Managing the Customer Lifecycle : Customer Acquisition
Chapter 9 : Managing the Customer Lifecycle : Customer Retention and Development
Chapter 10 : Managing Networks for Customer Relationship Management Performance
Chapter 11 : Managing Supplier and Partner Relationships
Chapter 12 : Managing Investor and Employee Relationships
Chapter 13 : Information Technology for Customer Relationship Management
Chapter 14 : Sales-Force Automation
Chapter 15 : Marketing Automation
Chapter 16 : Service Automation
Chapter 17 : Organizational Issues and Customer Relationship Management

Index