Customer Relationship Management, 2nd edition

Published by Pearson (September 6, 2013) © 2014

  • Ed Peelen University of Nyenrode, The Netherlands.
  • Rob Beltman
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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.

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  • Part 1: Introduction
  • Chapter 1: Customer-Supplier Relationships
  • Chapter 2: Customer Relationship Management
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  • Part 2: Strategy and Organisation
  • Chapter 3: CRM as an integral business strategy
  • Chapter 4: The relationship oriented organisation
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  • Part 3: Intelligence
  • Chapter 5: Customer knowledge strategy
  • Chapter 6: Customer data management
  • Chapter 7: Data analyses and datamining
  • Chapter 8: Segmentation and selections
  • Chapter 9: Retention and cross-sell analyses
  • Chapter 10: Management reporting: measuring, learning and optimising
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  • Part 4: Marketing
  • Chapter 11: The customer proposition
  • Chapter 12: The relationship policy
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  • Part 5: Channels
  • Chapter 13: Multi-channel management
  • Chapter 14: Personal selling
  • Chapter 15: Online environment
  • Chapter 16: Contact Centre Management
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  • Part 6: CRM Systems and their implementation
  • Chapter 17: CRM systems
  • Chapter 18: Implementation of CRM systems
  • Chapter 19: The future

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