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Customer Relationship Management: Marketing 04.04

Customer Relationship Management: Marketing 04.04

Michael J. Cunningham

ISBN: 978-1-841-12213-7

Apr 2002, Capstone

130 pages

In Stock



Fast track route to developing world customer relationships

Covers all the key techniques for successful customer relationship management, from developing profitable customer relationships to integrated sales management systems and from e-marketing to pricing

Examples and lessons from some of the world's most successful businesses, including Cisco and EclipsysEMC, and ideas from the smartest thinkers, including Don Peppers, Thomas Siebel and Patricia Seybold

Includes a glossary of key concepts and a comprehensive resources guide

Introduction to CRM

Definition of terms

The Evolutionof CRM

The E-Dimension

The Global Dimension

The State of the Art

In Practice: CRM Success Stories

Key Concepts and thinkers


Ten Steps to Making CRM Work