Customer Relationship Marketing
Get to Know Your Customers and Win Their Loyalty 2nd Revised edition
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Customer Relationship Marketing by Merlin Stone
Book DescriptionRelationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.
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Book DetailsISBN: 9780749427009
(234mm x 152mm x 19mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 1-Apr-2000
Country of Publication: United Kingdom
Books By Author Merlin Stone
Up Close and Personal?, Paperback (May 2006)
Provides practical insights into effective customer relationship marketing. This book explores a variety of issues including: strategies, policies and plans; measuring the impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing, customer value and process management; and, more.
Business Solutions on Demand, Paperback (September 2005)
Based partly on IBM's own transformation, and partly on the transformations that IBM has helped its clients to achieve, this book shows how companies can increase sales and improve margins by introducing a range of solutions.
Consumer Insight, Paperback (October 2004)
Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where customers are, what they do, what they buy and what they would like to buy. This guide explores how customers' thoughts, feelings, objectives and strategies influence their behaviour.
CRM in Financial Services, Hardback (June 2002)» View all books by Merlin Stone
Gives a host of suggestions as to how companies can improve their CRM and achieve the anticipated return on investment. This title shows how to avoid the main problems and challenge some of the conventional wisdom about what is happening in the financial services market.
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Author Biography - Merlin Stone
Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management. He is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Up Close and Personal - CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications. He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others. Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyse strategies and activities. He has co-authored several books, including Up Close and Personal? and Customer Relationship Marketing (both Kogan Page) and is on the editorial board of the Journal of Customer Relationship Management and the Journal of Database Marketing. Liz Machtynger leads the Customer Management practice for Mummert + Partner, a German Management Consultancy organisation, and works closely with other leading players in the CRM arena to research, develop and implement programmes.
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