Customer relationship management 2nd Edition by Ed Peelen ISBN 9780273774952 by Beltman, Rob; Peelen, Ed 9780273774952, 9780273774976, 9780273781073, 0273774956, 0273774972, 0273781073 instant download after payment.

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ISBN 13: 9780273774952
Author: Ed Peelen

Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.   Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Customer relationship management 2nd Table of contents:

PART I: Introduction
1: Customer–supplier relationships
1.1: History
1.2: Description of customer–supplier relationships
1.3: The dynamic in relationships
1.4: Networks
1.5: Conclusion
Case study: Collateral trust obligations
QuestIons
References
2: Customer relationship management
2.1: The definition of CRM
2.2: CRM building blocks
2.3: Entrance, applications and success of CRM
2.4: Contents of this book
2.5: Conclusion
Case study: CRM at C. Fun Parks
Questions
References
PART II: Strategy and organisation
3: CRM as an integral business strategy
3.1: The nature of the CRM strategy
3.2: The context of the CRM strategy
3.3: The results of a successful CRM strategy
3.4: Conclusion
Case Study: Starbucks in the US
Questions
References
4: The relationship-oriented organisation
4.1: The challenge and leadership
4.2: Mission
4.3: Culture
4.4: Structure
4.5: People
4.6: Communication and information
4.7: Systems
4.8: Where do we stand?
4.9: Conclusion
Case study: A personal experience: customer focus in healthcare insurance
Questions
References
PART III: Intelligence
5: Customer knowledge strategy
5.1: The value of customer knowledge
5.2: The utilisation of data as an asset
5.3: From data to customer knowledge
5.4: Privacy
5.5: Personal Data Protection Act
5.6: Information policy
5.7: Conclusion
Case Study: Customer knowledge at Center Parcs: a life-long holiday!
Questions
References
6: Customer data management
6.1: Customer identification
6.2: Expanding the size of the customer database
6.3: Customer profiling
6.4: Customer data integration
6.5: Conclusion
Case study: Optimisation of addresses for european football
Questions
References
7: Data analyses and data mining
7.1: Experiences with data analysis
7.2: The analysis process
7.3: Data mining
7.4: Conclusion
Case study: SNS Bank wins CRM Innovator Award
Questions
References
8: Segmentation and selection
8.1: Segmentation study as input for the formulation of marketing strategy
8.2: Segmentation research used in compiling the list
8.3: Conclusion
Case study: Alpe d’HuZes
Questions
References
9: Retention and cross-sell analyses
9.1: Retention
9.2: Cross-selling
9.3: Conclusion
Case study: Cross-selling within a fully automated convenience store
Questions
References
10: Management reporting: measuring, learning and optimising
10.1: Evaluating the effect of marketing activities on the customer value
10.2: Relating marketing investments to life-time value
10.3: Experiments
10.4: The learning organisation
10.5: Conclusion
Case study: Carglass wins CRM Award
Questions
References
Part IV: Marketing (Managing the exchanges in the relationship)
11: The customer proposition
11.1: Customisation
11.2: Co-creation
11.3: The long tail: the complete assortment
11.4: Individualisation of the product offering
11.5: Individualised pricing policy
11.6: Conclusion
Case study: Nike+
Questions
References
12: The relationship policy
12.1: Customer asset management: improvement in the size and quality of the customer database
12.2: Acquisition policy
12.3: Relationship policy by segment
12.4: Relationship policy and life events
12.5: Relationship policy by relationship phase
12.6: Translating the relationship policy into contact moments
12.7: Conclusion
Case study: The relationship between a logistics service provider and its new client
Questions
References
PART V: Channels
13: Multichannel management
13.1: The multichannel challenge
13.2: The key questions underlying a multichannel strategy
13.3: Should the multichannel strategy be adapted?
13.4: What is the right channel combination?
13.5: Translating the channel combination into an integrated multichannel strategy
13.6: The business case for a multichannel strategy
13.7: Building a multichannel organisation
13.8: Performance measurement in the multichannel environment
13.9: Stimulating customers to use the channel mix
13.10: Conclusion
Case study: KPN business portal
Questions
References
14: Personal selling
14.1: The role and function of personal sales
14.2: Customer selection and customer value
14.3: The sales process
14.4: Managing the sales process
14.5: Information technology and sales
14.6: Conclusion
Case study: Secrets of success for going mobile: Agrifirm wins the CRM award
Questions
References
15: The online environment
15.1: The evolution of the web
15.2: Marketing on the social web
15.3: Mobile marketing
15.4: Marketing on the commercial web
15.5: Measuring results
15.6: Conclusion
Case studies: Albert Heijn: where off- and online meet each other; Harry Potter: a magic brand
Questions
References
16: Contact centre management
16.1: Contact centres described
16.2: Determining the service level
16.3: Capacity planning
16.4: Managing contact satisfaction
16.5: Key performance indicators
16.6: Managing the development of contact centres
16.7: Conclusion
Case study: Zappos
Questions
References
Part VI: CRM systems and their implementation
17: CRM systems
17.1: An overview of CRM systems
17.2: The contact centre
17.3: The internet (web 2.0)
17.4: Data warehouses and datamarts
17.5: Campaign management systems
17.6: Content management system
17.7: Selecting CRM software package(s)
17.8: Conclusion
Case study: Canada Post delivers on its CRM strategy
Questions
References
18: Implementation of CRM systems
18.1: Reasons for disappointing results
18.2: An initial exploration with CRM and how companies handle this
18.3: the CRM road map
18.4: CRM project management
18.5: A different approach to CRM project management
18.6: International or cross-division projects (Gentle, 2002)
18.7: Conclusion
Case study: Shell and CRM: one database for 20 million customers
QuestIons
References
19: The future
19.1: Factors which influence the future of CRM
19.2: The journey continues
19.3: Conclusion
Questions
References

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Tags: Ed Peelen, relationship, management