Managing Customer Relationships: A Strategic Framework - Hardcover

Peppers, Don; Rogers Ph.D, Martha

Hardcover

ISBN 10: 0470423471 ISBN 13: 9780470423479

Verlag: John Wiley & Sons Ltd, 2011

Inhaltsangabe

Book by Rogers Martha Don Peppers

Über diesen Titel

Reseña del editor:

In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

Nota de la solapa:

"No company can succeed without customers. If you don't have customers, you don't have a business. You have a hobby."
—From Managing Customer Relationships, Second Edition

Now fully revised and updated with new examples, case studies, and references with contributing works from industry leaders and academic experts, Managing Customer Relationships is one of the first books designed to develop an understanding of the pedagogy of managing customer relationships. With an emphasis on customer strategies and building customer value, the Second Edition focuses on marketing accountability and metrics and advanced customer valuation approaches, including Return on Customer. The new edition offers a full discussion of the influence of social networking on customer empowerment and customer relationship management (CRM).

In Managing Customer Relationships, Second Edition, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they coined the term "one-to-one marketing," provide the foundational overview of what it takes to keep customers coming back, presenting world-class guidance on:

• The technology revolution and the customer revolution

• Tools of interactivity and customization to build learning relationships

• The importance of privacy and customer feedback

• Customer insight, dialogue, and social media

• The role of interconnectivity and social networking on building trusting relationships

• Essential qualities in a firm's customer relationship leaders

In today's competitive marketplace, managing customer relationships (and CRM) has become critical to a company's profitability and long-term success. To become more customer-focused, skilled managers, IT professionals, and marketing executives must understand how to build profitable relationships with each customer and how to make everyday managerial decisions that increase the value of a company by increasing the value of the customer base.

With contributions from academic and industry leaders, Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, equipping professionals with techniques every company can put to use in sharpening its competitive advantage.

Über diese Auflage

• Verlag: John Wiley & Sons Ltd
• Erscheinungsdatum: 2011
• ISBN 10: 0470423471
• ISBN 13: 9780470423479
• Einband: Tapa dura
• Auflage: 2
• Anzahl der Seiten: 528