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CRM Unplugged : Releasing CRM's Strategic Value by Douglas Turk and Philip...

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Item specifics

Condition
Very good: A book that does not look new and has been read but is in excellent condition. No obvious ...
ISBN
9780471483045

About this product

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471483044
ISBN-13
9780471483045
eBay Product ID (ePID)
6072144

Product Key Features

Number of Pages
224 Pages
Publication Name
Crm Unplugged : Releasing Crm's Strategic Value
Language
English
Publication Year
2004
Subject
Customer Relations, Accounting / Managerial
Type
Textbook
Subject Area
Business & Economics
Author
Philip Bligh, Douglas Turk
Format
Hardcover

Dimensions

Item Height
0.8 in
Item Weight
16.7 Oz
Item Length
9.3 in
Item Width
6.3 in

Additional Product Features

Intended Audience
Scholarly & Professional
LCCN
2003-025014
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
658.8/12
Table Of Content
Foreword. Preface. Acknowledgments. 1. A New, More Strategic Approach to CRM. Industry Leaders Show the Way. A Clearer Definition of CRM Is Required. Three Lessons from Leaders. Key Points. 2. A Review of CRM Failures. What Went Wrong with CRM. CRM Contributes to a Scary Halloween for Hershey. Why CRM Projects Fail. Key Points. 3. Strategy First: Aligning CRM with Company Strategy. Using an Analytical Framework for Defining Strategy. Distinguishing Competitive Advantage from Other Types ofBenefits. How Competitive Advantage Manifests Itself in Operations. Identify CRM Initiatives That Fortify Competitive Advantage. Key Points. 4. Customer Intelligence: The Science of Customer Insight. How Harrah?s Used Customer Insight to Turn the Tables onthe Gaming Industry. Seven Dimensions of Customer Insight. Define a Scientific Process for Leveraging Customer Insight. Building Blocks Required to Implement a Customer InsightInfrastructure. Key Points. 5. Demand Visibility and Response. Demand Visibility. Best Practices for Increased Visibility. Responding to Market Demand. Best Practices for Demand Responsiveness. Science of Revenue Management. Power of Pricing. Key Points. 6. An Enterprise-Wide Approach to CRM. What Is Customer Strategy and How Does It Help? How Customer Strategy Relates to Corporate and FunctionalStrategy. Key Components of an Effective Customer Strategy. Enterprise Marketing Management: How Customer StrategyIntegrates with Marketing Strategy. Key Points. 7. Implementing CRM Successfully. Implementation Guidelines for Success. Key Points. Epilogue: The Future of CRM. New Marketing Approaches. Understanding Financial Metrics Related to Customers. New Management Approaches Based on Predictive Analysis. Continuous Optimization of Operations. Leveraging Emerging and Specialized Technologies. Harnessing the Benefits of Outsourcing. Index.
Synopsis
Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices., Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It answers the question: What is the real benefit of customer ERP? By knowing this answer corporations can avoid being disappointed with their implementation., Praise for CRM Unplugged "The authors supply countless examples of companies that have successfully implemented CRM, and show us the way to do the same." Philip Kotler author of Marketing Insights from A to Z "CRM is no silver bullet, but it is a golden opportunity for companies that take the time to integrate CRM tools with their own source of competitive advantage. This book outlines the steps that need to be taken to achieve success. I highly recommend it." Al Ries coauthor of The Origin of Brands "Turk and Bligh understand that Customer Relationship Management is not a software category; it s about supporting competitive advantage, enforcing demand-driven business processes, and applying continuous customer information and analytics to create long-term ROI. This no-nonsense guide describes the larger scope and context of CRM beyond sales, marketing, and customer service, and provides real-world examples and methodologies for making sense of the real goals of customer relationship management." Laura Preslan Research Director, AMR Research "CRM Unplugged is an excellent summary of how to approach a customer strategy within a company. I wish the book had been in print before we embarked on a major technology initiative in 2003. It would have been very useful for our executive team, and some of the mistakes we made could have been prevented." Jim McKnight CEO, AutoTrader.com
LC Classification Number
HF5415.5.T864 2004

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