Customer relationship marketing : get to know your customers and win their loyalty
著者
書誌事項
Customer relationship marketing : get to know your customers and win their loyalty
（Marketing in action series / series editor, Norman Hart）
K. Page in association with Marketing Magazine, 2000
2nd ed
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注記
Previous ed.: 1995
Includes index
内容説明・目次
内容説明
Relationship 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.
目次
- Why relationship marketing?
- models of customer management
- the customer's perspective
- the company's perspective
- quantifying the impact
- identifying customer relationship needs
- the role of market research
- customer retention and loyalty
- integrating CRM strategies
- processes and procedures
- people and performance
- CRM technology -today and tomorrow
- E-CRM - the e-future
- CRM programme planning.
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