Description:
Back Cover Copy- Ed Peelen Customer Relationship Management
'This book inspired me during the defining process ? of our CRM implementation at PricewaterhouseCoopers in the Netherlands. The book kept me on track and prevented me from operational pitfalls. This CRM ?bible? provides vision in establishing the backbone of any company?s CRM programme.' Gerard Struijf, Senior Manager CRM, PricewaterhouseCoopers, The Netherlands
In today?s world, most business organisations ask, 'What do we want to achieve with CRM and how? What should our business strategy be? How do we translate the CRM business strategy into marketing? '
Many of the problems with CRM arise because the discipline lacks a complete overview.
Want to gain a comprehensive understanding of CRM? Look no further, Ed Peelen?s Customer Relationship Management is the first comprehensive academic text in English to cover the entire scope of CRM from a marketing management angle. It addresses the strategic, organisational, commercial and technological aspects of CRM. It also discusses buyer-seller relations from a social psychology perspective.
'This book recognises the major shortcomings of existing CRM books ? that is, the focus on the tactical, systems approach to managing customers. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability. This as a consequence means organisational change, something that the book readily acknowledges, and something that has been long overdue!' Dr John Oliver, Senior Lecturer in Marketing, BournemouthUniversity; Visting Scholar in Relationship Marketing, University of the South Pacific, FijiIslands
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.
Visit www.pearsoned.co.uk/peelen to access instructor?s resources including an Instructor?s Manual and PowerPoint slides.
'Building long-lasting relationships with customers drives business profitability. Each and every contact with a customer- be it through personal or interactive channels- is a critical success factor in strengthening the relationship. Ed Peelen's book gives a holistic perspective on CRM. A must-have for anyone who is serious about driving profitable customer relationships.' Pauline van Esterik-Plasmeijer PhD, Senior Vice President ABN AMRO Bank N.V.
Ed Peelen is Professor of Direct Marketing at the Center for Supply Chain Management and the Executive Management Development Center at Nyenrode University, The Netherlands.
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