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Handbook of CRM : achieving excellence in customer management / / Adrian Payne
| Handbook of CRM : achieving excellence in customer management / / Adrian Payne |
| Autore | Payne Adrian |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Amsterdam ; ; London, : Elsevier Butterworth-Heinemann, 2006 |
| Descrizione fisica | 1 online resource (459 p.) |
| Disciplina | 658.812 |
| Soggetto topico |
Customer relations
Relationship marketing - Management |
| ISBN |
1-136-40018-4
1-281-00948-2 9786611009489 1-4237-7034-X 0-08-047693-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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
Balancing 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 Process 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 The 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 Mass 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 How the core and augmented offer add value |
| Record Nr. | UNINA-9910143268203321 |
Payne Adrian
|
||
| Amsterdam ; ; London, : Elsevier Butterworth-Heinemann, 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow [[electronic resource]]
| Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow [[electronic resource]] |
| Autore | Payne Adrian |
| Pubbl/distr/stampa | Cambridge : , : Cambridge University Press, , 2013 |
| Descrizione fisica | 1 online resource (xvi, 529 pages) : digital, PDF file(s) |
| Disciplina | 658.8/12 |
| Soggetto topico | Customer relations - Management |
| ISBN |
1-107-32675-3
1-107-33651-1 1-107-33485-3 1-107-33319-9 1-107-25542-2 1-139-05741-3 1-299-40890-7 1-107-33568-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation. |
| Record Nr. | UNINA-9910452649403321 |
|
Payne Adrian
|
||
| Cambridge : , : Cambridge University Press, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow [[electronic resource]]
| Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow [[electronic resource]] |
| Autore | Payne Adrian |
| Pubbl/distr/stampa | Cambridge : , : Cambridge University Press, , 2013 |
| Descrizione fisica | 1 online resource (xvi, 529 pages) : digital, PDF file(s) |
| Disciplina | 658.8/12 |
| Soggetto topico | Customer relations - Management |
| ISBN |
1-107-23505-7
1-107-32675-3 1-107-33651-1 1-107-33485-3 1-107-33319-9 1-107-25542-2 1-139-05741-3 1-299-40890-7 1-107-33568-X |
| Classificazione | BUS058000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- Relationship marketing -- Customer relationship management: Key processes -- Strategic customer management implementation. |
| Record Nr. | UNINA-9910779405703321 |
|
Payne Adrian
|
||
| Cambridge : , : Cambridge University Press, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow
| Strategic customer management : integrating relationship marketing and CRM / / Adrian Payne, Pennie Frow |
| Autore | Payne Adrian |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Cambridge, : Cambridge University Press, 2013 |
| Descrizione fisica | 1 online resource (xvi, 529 pages) : digital, PDF file(s) |
| Disciplina | 658.8/12 |
| Altri autori (Persone) | FrowPennie |
| Soggetto topico | Customer relations - Management |
| ISBN |
1-107-23505-7
1-107-32675-3 1-107-33651-1 1-107-33485-3 1-107-33319-9 1-107-25542-2 1-139-05741-3 1-299-40890-7 1-107-33568-X |
| Classificazione | BUS058000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | pt. I. Introduction -- pt. II. Relationship marketing -- pt. III. Customer relationship management : key processes -- pt. IV. Strategic customer management implementation. |
| Record Nr. | UNINA-9910828278903321 |
|
Payne Adrian
|
||
| Cambridge, : Cambridge University Press, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||