Crm : Redefining Customer Relationship Management

Crm : Redefining Customer Relationship Management

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 320 p.
  • 言語 ENG
  • 商品コード 9781555582630
  • DDC分類 658.812

Full Description


In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional territories occupied by brand management or customer support. Peel shows companies how to make the shift to the new paradigm.

Contents

The New Customer Challenge; CRM Technology and CRMCommunication-Centric Approach; The Analyst's View of CRM; The Application Revolution and Its Implications for CRM; Analytical CRM; Dot-Com CRM Red Herrings and Introducing CMR (and DCM); A Role for Marketing-Oriented CRM Technologies; Selecting Vendor Solutions; Defining CRM Processes; A Researched Approach to CRM; Conclusion; Glossary; Vendor Directory; About the Author; Index