Customer Relationship Management : A Strategic Approach To Marketing

By Kaushik Mukerjee more
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Product Specifications

Publisher PHI Learning All Marketing books by PHI Learning
ISBN 9788120332850
Author: Kaushik Mukerjee
Number of Pages 192
Available in all digital devices
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  • About the book

About The Book Customer Relationship Management
Book Summary:

'This textbook on CRM, a new approach to marketing, is comprehensive and managerially very useful. Its case studies with a mixture of Indian and non-Indian cases, are extremely interesting and will be fun for students to learn and for instructors to teach.' JAGDISH N. SHETH, Professor of Marketing,Emory University

This straightforward and easy-to-read text provides students of manage-ment and business studies with a thorough understanding of fundamental abilities and strategies that lead to the successful implementation of practice of CRM (Customer Relationship Management), regarded as the wonder solution to all the problems encountered by marketers.

To cope with the increasing intensity of competition, necessitating a drive towards enhancement of customer satisfaction, the book emphasizes the need for integration and coordination along the value chain to effectively and efficiently manage customers. The book focuses on best practices in CRM and illustrates along the way through several interesting case studies how CRM has been used in various industries to build relationships with customers.

The book also provides a solid grounding in tools, techniques and technologies used in CRM and explains in detail the power of eCRM to help companies make their vision of CRM a reality.

The text is intended for students of MBA, PGDM (Postgraduate Diploma in Management), and PGPBA (Postgraduate Programme in Business Administration). Besides, this book is a useful reference for managerial and marketing professionals.


Provides insight into contemporary developments in CRM

Cites Indian as well as global examples

Offers case studies on Indian and global companies to highlight the use of CRM

Table of Contents:
1. Changing Nature of Marketing and Customer Service
2. Economics of Building Customer Relationships
3. Customer Value and Customer Satisfaction: Precursors to CRM
4. Role of CRM in Various Stages of the Sales Cycle
5. CRMThe Basic Concepts
6. Planning for CRM
7. CRM Strategy
8. Role of IT and Tools for CRM
9. eCRM
10. CRM Implementation
11. Guarding against CRM Failures
12. CRM in Practice

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