LEADER 04044nam 22006134a 450 001 9910780309603321 005 20230617033432.0 010 $a1-280-34594-2 010 $a9786610345946 010 $a0-471-66383-2 035 $a(CKB)111090425023732 035 $a(EBL)184333 035 $a(OCoLC)614841444 035 $a(SSID)ssj0000132847 035 $a(PQKBManifestationID)11145731 035 $a(PQKBTitleCode)TC0000132847 035 $a(PQKBWorkID)10039593 035 $a(PQKB)10662205 035 $a(MiAaPQ)EBC184333 035 $a(Au-PeEL)EBL184333 035 $a(CaPaEBR)ebr10114100 035 $a(CaONFJC)MIL34594 035 $a(EXLCZ)99111090425023732 100 $a20031113d2004 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aCRM unplugged$b[electronic resource] $ereleasing CRM's strategic value /$fPhilip Bligh, Douglas Turk 210 $aHoboken, N.J. $cWiley$dc2004 215 $a1 online resource (225 p.) 300 $aDescription based upon print version of record. 311 $a0-471-48304-4 320 $aIncludes bibliographic references and index. 327 $aCRM Unplugged Releasing CRM's Strategic Value; About the Authors; Contents; Foreword; Preface; Acknowledgments; 1 A New, More Strategic Approach to CRM; Industry Leaders Show the Way; A Clearer Definition of CRM Is Required; Three Lessons from Leaders; Key Points; 2 A Review of CRM Failures; What Went Wrong with CRM; CRM Contributes to a Scary Halloween for Hershey; Why CRM Projects Fail; Key Points; 3 Strategy First: Aligning CRM with Company Strategy; Using an Analytical Framework for Defining Strategy; Distinguishing Competitive Advantage from Other Types of Benefits 327 $aHow Competitive Advantage Manifests Itself in OperationsIdentify CRM Initiatives That Fortify Competitive Advantage; Key Points; 4 Customer Intelligence: The Science of Customer Insight; How Harrah's Used Customer Insight to Turn the Tables on the Gaming Industry; Seven Dimensions of Customer Insight; Define a Scientific Process for Leveraging Customer Insight; Building Blocks Required to Implement a Customer Insight Infrastructure; Key Points; 5 Demand Visibility and Response; Demand Visibility; Best Practices for Increased Visibility; Responding to Market Demand 327 $aBest Practices for Demand ResponsivenessScience of Revenue Management; Power of Pricing; Key Points; 6 An Enterprise-Wide Approach to CRM; What Is Customer Strategy and How Does It Help?; How Customer Strategy Relates to Corporate and Functional Strategy; Key Components of an Effective Customer Strategy; Enterprise Marketing Management: How Customer Strategy Integrates with Marketing Strategy; Key Points; 7 Implementing CRM Successfully; Implementation Guidelines for Success; Key Points; Epilogue: The Future of CRM; New Marketing Approaches 327 $aUnderstanding Financial Metrics Related to CustomersNew Management Approaches Based on Predictive Analysis; Continuous Optimization of Operations; Leveraging Emerging and Specialized Technologies; Harnessing the Benefits of Outsourcing; Index 330 $aBuilding and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices. 606 $aCustomer relations$xManagement 606 $aCustomer relations$xManagement$xData processing 615 0$aCustomer relations$xManagement. 615 0$aCustomer relations$xManagement$xData processing. 676 $a658.8/12 700 $aBligh$b Philip$01574656 701 $aTurk$b Douglas$01574657 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910780309603321 996 $aCRM unplugged$93851053 997 $aUNINA