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Handbook of CRM : achieving excellence in customer management by Adrian Payne is a nonfiction available to read on EtoBox.

What is Handbook of CRM : achieving excellence in customer management about?

Cover -- Table of contents -- Preface: Re-Inventing CRM -- About the Author -- Acknowledgements -- Introduction -- Chapter 1 A strategic framework for CRM -- The origins of CRM -- The key principles of relationship marketing -- The rise of CRM -- Marketing on the basis of relationships -- Viewing customers as business assets -- Organizing in terms of processes -- From reactive to proactive use of information -- Deploying IT to maximize the value of information -- Balancing the value trade-off -- Developing 'one-to-one' marketing -- The role of CRM -- Varying definitions of CRM -- The CRM continuum -- three perspectives of CRM -- Use of CRM and its terminology -- A definition of CRM -- Types of CRM -- The size and nature of the CRM market -- Sector growth within the CRM market -- CRM and software vendors -- Five key cross-functional CRM processes -- The need for a CRM strategic framework -- Process 1: the strategy development process -- Process 2: the value creation process -- Process 3: the multi-channel integration process -- Process 4: the information management process -- Process 5: the performance assessment process -- The structure of the book -- Chapter 1: Developing a strate

Who reads Handbook of CRM : achieving excellence in customer management?

Author

Adrian Payne

Publisher

Elsevier Butterworth-Heinemann

Published

2006

Language

EN

ISBN

9780080476933

Category

nonfiction

Subjects

Business, Management, Marketing

Updated

2026-03-24