Customer relationship management / / Ed Peelen and Rob Beltman

• Autore: Peelen Ed
• Pubblicazione: Harlow, England : , : Pearson, , [2013]; ©2013
• Edizione: Second edition.
• Descrizione fisica: 1 online resource (414 pages) : color illustrations, tables
• Disciplina: 658.812
• Soggetto topico: Customer relations - Management
• Persona (resp. second.): BeltmanRob
• Note generali: Includes index.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover -- Cover2 -- Contents -- Preface -- Acknowledgements -- About the authors -- Publisher's acknowledgements -- PART I: Introduction -- 1: Customer-supplier relationships -- 1.1: History -- 1.2: Description of customer-supplier relationships -- 1.3: The dynamic in relationships -- 1.4: Networks -- 1.5: Conclusion -- Case study: Collateral trust obligations -- QuestIons -- References -- 2: Customer relationship management -- 2.1: The definition of CRM -- 2.2: CRM building blocks -- 2.3: Entrance, applications and success of CRM -- 2.4: Contents of this book -- 2.5: Conclusion -- Case study: CRM at C. Fun Parks -- Questions -- References -- PART II: Strategy and organisation -- 3: CRM as an integral business strategy -- 3.1: The nature of the CRM strategy -- 3.2: The context of the CRM strategy -- 3.3: The results of a successful CRM strategy -- 3.4: Conclusion -- Case Study: Starbucks in the US -- Questions -- References -- 4: The relationship-oriented organisation -- 4.1: The challenge and leadership -- 4.2: Mission -- 4.3: Culture -- 4.4: Structure -- 4.5: People -- 4.6: Communication and information -- 4.7: Systems -- 4.8: Where do we stand? -- 4.9: Conclusion -- Case study: A personal experience: customer focus in healthcare insurance -- Questions -- References -- PART III: Intelligence -- 5: Customer knowledge strategy -- 5.1: The value of customer knowledge -- 5.2: The utilisation of data as an asset -- 5.3: From data to customer knowledge -- 5.4: Privacy -- 5.5: Personal Data Protection Act -- 5.6: Information policy -- 5.7: Conclusion -- Case Study: Customer knowledge at Center Parcs: a life-long holiday! -- Questions -- References -- 6: Customer data management -- 6.1: Customer identification -- 6.2: Expanding the size of the customer database -- 6.3: Customer profiling -- 6.4: Customer data integration -- 6.5: Conclusion. ; Case study: Optimisation of addresses for european football -- Questions -- References -- 7: Data analyses and data mining -- 7.1: Experiences with data analysis -- 7.2: The analysis process -- 7.3: Data mining -- 7.4: Conclusion -- Case study: SNS Bank wins CRM Innovator Award -- Questions -- References -- 8: Segmentation and selection -- 8.1: Segmentation study as input for the formulation of marketing strategy -- 8.2: Segmentation research used in compiling the list -- 8.3: Conclusion -- Case study: Alpe d'HuZes -- Questions -- References -- 9: Retention and cross-sell analyses -- 9.1: Retention -- 9.2: Cross-selling -- 9.3: Conclusion -- Case study: Cross-selling within a fully automated convenience store -- Questions -- References -- 10: Management reporting: measuring, learning and optimising -- 10.1: Evaluating the effect of marketing activities on the customer value -- 10.2: Relating marketing investments to life-time value -- 10.3: Experiments -- 10.4: The learning organisation -- 10.5: Conclusion -- Case study: Carglass wins CRM Award -- Questions -- References -- Part IV: Marketing (Managing the exchanges in the relationship) -- 11: The customer proposition -- 11.1: Customisation -- 11.2: Co-creation -- 11.3: The long tail: the complete assortment -- 11.4: Individualisation of the product offering -- 11.5: Individualised pricing policy -- 11.6: Conclusion -- Case study: Nike+ -- Questions -- References -- 12: The relationship policy -- 12.1: Customer asset management: improvement in the size and quality of the customer database -- 12.2: Acquisition policy -- 12.3: Relationship policy by segment -- 12.4: Relationship policy and life events -- 12.5: Relationship policy by relationship phase -- 12.6: Translating the relationship policy into contact moments -- 12.7: Conclusion. ; Case study: The relationship between a logistics service provider and its new client -- Questions -- References -- PART V: Channels -- 13: Multichannel management -- 13.1: The multichannel challenge -- 13.2: The key questions underlying a multichannel strategy -- 13.3: Should the multichannel strategy be adapted? -- 13.4: What is the right channel combination? -- 13.5: Translating the channel combination into an integrated multichannel strategy -- 13.6: The business case for a multichannel strategy -- 13.7: Building a multichannel organisation -- 13.8: Performance measurement in the multichannel environment -- 13.9: Stimulating customers to use the channel mix -- 13.10: Conclusion -- Case study: KPN business portal -- Questions -- References -- 14: Personal selling -- 14.1: The role and function of personal sales -- 14.2: Customer selection and customer value -- 14.3: The sales process -- 14.4: Managing the sales process -- 14.5: Information technology and sales -- 14.6: Conclusion -- Case study: Secrets of success for going mobile: Agrifirm wins the CRM award -- Questions -- References -- 15: The online environment -- 15.1: The evolution of the web -- 15.2: Marketing on the social web -- 15.3: Mobile marketing -- 15.4: Marketing on the commercial web -- 15.5: Measuring results -- 15.6: Conclusion -- Case studies: Albert Heijn: where off- and online meet each other -- Harry Potter: a magic brand -- Questions -- References -- 16: Contact centre management -- 16.1: Contact centres described -- 16.2: Determining the service level -- 16.3: Capacity planning -- 16.4: Managing contact satisfaction -- 16.5: Key performance indicators -- 16.6: Managing the development of contact centres -- 16.7: Conclusion -- Case study: Zappos -- Questions -- References -- Part VI: CRM systems and their implementation -- 17: CRM systems -- 17.1: An overview of CRM systems. ; 17.2: The contact centre -- 17.3: The internet (web 2.0) -- 17.4: Data warehouses and datamarts -- 17.5: Campaign management systems -- 17.6: Content management system -- 17.7: Selecting CRM software package(s) -- 17.8: Conclusion -- Case study: Canada Post delivers on its CRM strategy -- Questions -- References -- 18: Implementation of CRM systems -- 18.1: Reasons for disappointing results -- 18.2: An initial exploration with CRM and how companies handle this -- 18.3: the CRM road map -- 18.4: CRM project management -- 18.5: A different approach to CRM project management -- 18.6: International or cross-division projects (Gentle, 2002) -- 18.7: Conclusion -- Case study: Shell and CRM: one database for 20 million customers -- QuestIons -- References -- 19: The future -- 19.1: Factors which influence the future of CRM -- 19.2: The journey continues -- 19.3: Conclusion -- Questions -- References -- Index.
• Sommario/riassunto: Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.
• Titolo autorizzato: Customer relationship management
• ISBN: 0-273-77497-2
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150215003321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.