Strategic Customer Management: Integrating Relationship Marketing and CRMCambridge University Press, 28 Mar 2013 - 529 halaman Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field. |
Isi
Strategic customer management | 3 |
Development and key concepts | 39 |
Customer value creation | 79 |
Building relationships with multiple stakeholders | 116 |
Digital marketing and social media | 152 |
Strategy development | 207 |
Enterprise value creation | 261 |
Edisi yang lain - Lihat semua
Strategic Customer Management: Integrating Relationship Marketing and CRM Adrian Payne,Pennie Frow Pratinjau terbatas - 2013 |
Strategic Customer Management: Integrating Relationship Marketing and CRM Adrian Payne,Pennie Frow Pratinjau tidak tersedia - 2013 |
Istilah dan frasa umum
AirAsia airline analysis approach appropriate assessment Blendtec brand building business strategy call centre cent channel Chapter company’s competitive consider consumers cost create customer acquisition customer experience customer lifetime value customer management Customer Relationship Management customer retention customer satisfaction customer segments customer service customer strategy customer value customer’s data marts data warehouse database deliver detailed digital marketing emphasis employees ensure enterprise example Facebook focus focused groups identify implementation important improve increase industry influence marketing initiatives interaction internal marketing Internet involves lifetime value LinkedIn loyalty market domains market segments marketing mix measures metrics mobile Myspace offer operational organisation performance potential profit programme purchase recognised referrals relationship marketing relevant role sector shareholder value smartphones social media social networking solution specific stakeholders success supplier Sydney Opera House Tesco up-selling users value creation value proposition