Customer Relationship Management

By G Shainesh And Jagdish N Sheth more
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Product Specifications

Publisher Laxmi Publications All Marketing books by Laxmi Publications
ISBN 9789351381457
Author: G Shainesh And Jagdish N Sheth
Number of Pages 210
Available
Available in all digital devices
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Customer Relationship Management - Page 1 Customer Relationship Management - Page 2 Customer Relationship Management - Page 3 Customer Relationship Management - Page 4 Customer Relationship Management - Page 5

Customer Relationship Management by G Shainesh And Jagdish N Sheth
Book Summary:

CRM has evolved from being a mere buzzword in the early 1990s to an inherent element of business strategy in the new millennium. Firms in services, goods and consumer industries as well as business markets are undertaking initiatives to build relationships with their customers and improve marketing productivity as well as organizational profitability. We have adopted a strategic perspective and a managerial orientation to explore the concepts and applications of CRM across industries. Rapid changes in the business environment involving customers, competition and technology have created new challenges for firms. These challenges will increase the importance of customer relationships for businesses in almost every market.

This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, services and IT, the importance of an organization-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organizations planning to initiative the CRM journey.

Audience of the Book :
This book Useful for HR.
Salient features:

1.Strategic perspective of CRM

2.Managerial orientation

3.Comprehensive coverage of CRM-Concepts, Applications, Technology Tools and 4.Implementation

4.Insights through illustrations and case studies of Indian firms

5.Overview of major CRM products

6.Framework for implementing CRM

Table of Contents:

PART 1: THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT

1. Customer Relationship management: The Strategic Imperatives

2. Conceptual Foundations of CRM

3. Building Customer Relationship

4. Economics of Customer Relationship Management

PART 2: CRM APPLICATIONS IN CONSUMER AND BUSINESS MARKETS

5. CRM in B2C Markets

6. CRM in B2B Markets

PART 3: TECHNOLOGICAL TOOLS FOR CUSTOMER RELATIONSHIP MANAGEMENT

7. Components of eCRM Solutions

8. Product Offerings in the CRM Market Space

9. Contact Centres for CRM

PART 4: IMPLEMENTING CRM

10. The CRM Road Map

11. Operational Issues in Implementing CRM

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