The CRM handbook
Subtitle: a business guide to customer relationship management
By: Jill Dyché.
Series: Addison-Wesley information technology series
Publisher: Addison Wesley
Published: 2002
Place of publication: Boston
Language: eng
Number of pages: 307
Subjects: Customer relations -- Management.
Description: To compete in today's competitive marketplace, customer focus is no longer simply nice to have - it's a fundamental mandate. This book is a manager's best friend, providing both a primer and a how-to guide to defining and implementing Customer Relationship Management. It shows you: The various roles CRM plays in business, and why it's more important than ever -- The range of CRM applications and uses, from sales force automation to campaign management to e - CRM and beyond -- The context of some of the popular CRM buzzwords -- The differences between CRM and business intelligence, and why they're symbiotic -- Why the customer - relationship failure rate is so high, and how to avoid becoming another CRM statistic -- Case studies of visionary companies who've done CRM the right way - Kevin Bubeck, Director, North America Information Strategy, Coca-Cola
Notes: Includes bibliographical references (p. 281-286) and index.