Handbook of CRM
Achieving Excellence Through Customer Management
By (author) Adrian Payne
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Handbook of CRM by Adrian Payne
Book DescriptionCustomer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it. Based on recent knowledge, it is underpinned by: * Clear and comprehensive explanations of the key concepts in the field * Vignettes and full cases from major businesses internationally * Definitive references and notes to further sources of information on every aspect of CRM * Templates and audit advice for assessing your own CRM needs and targets The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.
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Book DetailsISBN: 9780750664370
(234mm x 156mm x 30mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 31-Oct-2005
Country of Publication: United Kingdom
Books By Author Adrian Payne
Strategic Customer Management, Paperback (March 2013)
The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice.
Marketing Plans for Services, Paperback (August 2011)
This practical guide for marketers in the service industry provides essential knowledge on how to prepare a marketing plan. It takes the marketer step-by-step through the key phases of the marketing planning process and demonstrates the barriers that can prevent a service organization from being successful in introducing marketing planning.
Marketing Plans for Service Businesses, Paperback (September 2005)» View all books by Adrian Payne
Serves as a guide to the challenge of creating marketing plans that produce improved bottom-line results. This work highlights key misunderstandings about marketing and the nature of services and relationship marketing. It suggests the frameworks and techniques for undertaking the marketing planning process and implementing the principles covered.
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Author Biography - Adrian Payne
Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.
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