by
Buttle, Francis.
Call Number
658.812
Publication Date
2004
Summary
Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management. The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development.Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships. An Instructor's PowerPoint pack is available to lecturers who adopt the book. Accredited lecturers can download this by going to http://books.elsevier.com/manuals'isbn=075065502X to request access.
Format:
Electronic Resources
Relevance:
85044.2109
by
Goldenberg, Jacob, 1962-
Call Number
658.57 22
Publication Date
2002
Format:
Electronic Resources
Relevance:
3.0110
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by
Kruger, Elizabeth Rush.
Call Number
658.8 22
Publication Date
2011
Summary
Research verifies that the 80/20 rule summarizes the stable relationship of inputs to outputs-- including the impact of customers on the profit of a business. According to this universal law, a business can predict that the most profitable 20% of its customers generates 80% of its profit from customers and that customers in this top market segment are 16 times more profitable than customers in the bottom market segment. Thus when a business replaces all customers in the bottom market segment with new customers in the top market segment, the business can expect to quadruple its profit from customers.
Format:
Electronic Resources
Relevance:
2.4424
by
Proctor, Tony.
Call Number
658.802 21
Publication Date
2000
Summary
A fresh and thorough examination of competitive marketing strategy. This new introductory text highlights the importance of adopting new marketing practices to reap most benefit from the business opportunities of the twenty-first century.
Format:
Electronic Resources
Relevance:
1.6005
by
Bronson, Howard F., 1953-
Call Number
658.8 22
Publication Date
2011
Format:
Electronic Resources
Relevance:
1.5808
by
Ruskin-Brown, Ian.
Call Number
658.8 22
Publication Date
2006
Format:
Electronic Resources
Relevance:
1.5690
by
Malhotra, Naresh K., editor.
Call Number
658.8
Publication Date
2016
Summary
This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. Reviews have been written for impact on marketing thought and clearly articulate the significance, and present critical perspectives and integrated theories on marketing for sustainability. This special issue features contributions from several top scholars including former editors of top journals in marketing.
Format:
Electronic Resources
Relevance:
1.5597
by
Wong, Ho Yin.
Call Number
658.8 22
Publication Date
2011
Summary
"The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful"--Provided by publisher.
Format:
Electronic Resources
Relevance:
1.5402
by
Grapentine, Terry.
Call Number
658.802 23
Publication Date
2012
Summary
Marketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology-- the study of how knowledge is created--and the philosophy of science--the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems.
Format:
Electronic Resources
Relevance:
1.5374
by
Schnarch Kirberg, Alejandro.
Call Number
658.8 22
Publication Date
2010
Format:
Electronic Resources
Relevance:
1.3435
by
Ravi Kumar, K. N. (Kotamraju Nirmal), 1969-
Call Number
338.1 23
Publication Date
2014
Format:
Electronic Resources
Relevance:
1.1891
12.
by
Chaston, Ian.
Call Number
658.8 22
Publication Date
2004
Summary
Drawing upon various published sources and by the use of case materials, this text shows readers how knowledge can be utilized to underpin and enhance the marketing management function within organizations.
Format:
Electronic Resources
Relevance:
1.1815
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