Geared to MBA students and undergraduate students in the later years of their study, as well as those attending 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. Students reading this book should have basic knowledge of marketing management.
1 Introduction
Part I Strategy and organisation of CRM
2 Customer-supplier relationships
3 CRM as an integral business strategy
4 The relationship-oriented organisation
Part II CRM marketing aspects
5 Customer knowledge
6 Communication and multichannels
7 The individualised customer proposition
8 The relationship policy
Part III Analytical CRM
9 Relationship data management
10 Data analyses and datamining
11 Segmentation and selections
12 Retention and cross-sell analyses
13 The effects of marketing activities
14 Reporting results
Part IV Operational CRM
15 Call centre management
16 Internet and the Website
17 Direct mail
Part V CRM systems and their implementation
18 CRM systems
19 Implementation of CRM systems
20 The future