LEADER 05866nam 2200745Ia 450 001 9910143268203321 005 20200520144314.0 010 $a1-136-40018-4 010 $a1-281-00948-2 010 $a9786611009489 010 $a1-4237-7034-X 010 $a0-08-047693-7 024 3 $a9780080476933 035 $a(CKB)1000000000350279 035 $a(EBL)255230 035 $a(OCoLC)271714787 035 $a(SSID)ssj0000167343 035 $a(PQKBManifestationID)11163706 035 $a(PQKBTitleCode)TC0000167343 035 $a(PQKBWorkID)10190756 035 $a(PQKB)11482964 035 $a(MiAaPQ)EBC255230 035 $a(Au-PeEL)EBL255230 035 $a(CaPaEBR)ebr10128110 035 $a(CaONFJC)MIL100948 035 $a(OCoLC)1066443876 035 $a(OCoLC-P)1066443876 035 $a(FlBoTFG)9780080476933 035 $a(PPN)136164986 035 $a(OCoLC)813176518 035 $a(FINmELB)ELB153856 035 $a(EXLCZ)991000000000350279 100 $a20050126d2006 fy 0 101 0 $aeng 135 $aur|n||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aHandbook of CRM $eachieving excellence in customer management /$fAdrian Payne 205 $a1st ed. 210 $aAmsterdam ;$aLondon $cElsevier Butterworth-Heinemann$d2006 215 $a1 online resource (459 p.) 300 $aDescription based upon print version of record. 311 $a0-7506-6437-1 320 $aIncludes bibliographical references and index. 327 $aCover; Handbook of CRM; Copyright; Contents; Preface; About the Author; Acknowledgements; Introduction; 1. A strategic framework for CRM; The origins of CRM; The key principles of relationship marketing; An emphasis on retention of profitable customers; An emphasis on multiple markets; An emphasis on a cross-functional approach to marketing; The rise of CRM; Marketing on the basis of relationships; Viewing customers as business assets; Organizing in terms of processes; From reactive to proactive use of information; Deploying IT to maximize the value of information 327 $aBalancing the value trade-offDeveloping 'one-to-one' marketing; The role of CRM; Varying definitions of CRM; The CRM continuum - three perspectives of CRM; Use of CRM and its terminology; Adefinition of CRM; Types of CRM; The size and nature of the CRM market; Sector growth within the CRM market; CRM and software vendors; Five key cross-functional CRM processes; The need for a CRM strategic framework; Process 1: the strategy development process; Process 2: the value creation process; Process 3: the multi-channel integration process; Process 4: the information management process 327 $aProcess 5: the performance assessment processThe structure of the book; Chapter 1: Developing a strategic framework for CRM; Chapter 2: The strategy development process; Chapter 3: The value creation process; Chapter 4: The multi-channel integration process; Chapter 5: The information management process; Chapter 6: The performance assessment process; Chapter 7: Organizing for CRM implementation; Checklist for CRM leaders; 2. The strategy development process; Business strategy; The role of business strategy; Business vision; Industry and competitive characteristics 327 $aThe new competitive landscapePutting the new economy in context; Changes in industry structure and evolution; Analysing the industry and competitive environment; Focusing on business strategy; Customer strategy; The role of customer strategy; Customer choice and characteristics: the role of market segmentation; Who is the customer?; Market segmentation; Definition of the relevant market; Criteria for market segment viability; Considering the alternative bases for segmentation; Segment granularity: from mass marketing to 'one-to-one' marketing; 'One-to-one' markets and permission marketing 327 $aMass customizationCommunities or segments?; Focusing on customer strategy; Aligning business strategy and customer strategy; CRM strategy development; Product-based selling; Managed service and support; Customer-based marketing; Individualized CRM; Migration paths for CRM; Summary; Checklist for CRM leaders; Case 2.1 DnB Nor Bank pursues an enterprising strategy with Teradata; Case 2.2 RS components: towards individualized CRM with BroadVision; 3. The value creation process; The value the customer receives; The nature of value - what the customer buys 327 $aHow the core and augmented offer add value 330 $aCustomer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it. Based on recent knowledge, it is underpinned by: * Clear and comprehensive explanations of the key concepts in the field * Vignettes and full cases from major businesses internationally * Definitive references and notes to further sources of information on every aspect of CRM * Templates and audit advice for assessing your own CRM needs and targets The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business. 606 $aCustomer relations 606 $aRelationship marketing$xManagement 615 0$aCustomer relations. 615 0$aRelationship marketing$xManagement. 676 $a658.812 700 $aPayne$b Adrian$0522501 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910143268203321 996 $aHandbook of CRM$9826613 997 $aUNINA