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Description - Handbook of CRM by Adrian Payne

Customer 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 Details

ISBN: 9780750664370
ISBN-10: 0750664371
Format: Hardback
(234mm x 156mm x mm)
Pages: 458
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 31-Oct-2005
Country of Publication: United Kingdom

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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.

Books By Adrian Payne

Relationship Marketing by Adrian Payne
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Strategic Customer Management by Adrian Payne
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Marketing Plans for Service Businesses by Adrian Payne
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Customer Relationship Management by Adrian Payne
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