· This is a brief concepts text that can be used as the core text for a CRM course, or to supplement the CRM topic in related courses like marketing management, or sales management.
· CRM is a cross discipline course combining elements of marketing and information technology - our authors are expreienced, well known authors from marketing (Zikmund) and information systems (McLeod) bringing the highest quality expertise to this emerging course.
· This is the first text of its kind. CRM is an emerging field with new course being developed.
Preface.
About the Authors.
· The Nature of Customer Relationship Management.
· Understanding Customer Differences.
· Information Technology and Collecting Customer Data.
· The CRM Data Warehouse.
· Customer Loyalty.
· Customer Retention Strategies.
· Winback and Acquisition Strategies.
· Sales Force Automation and Automated Customer Service Centers.
· The Basics of Data Mining, Online Analytical Processing, and Information Presentation.
· Measuring Customer Satisfaction and Loyalty.
· Issues for Implementing CRM Systems.
Business Index.
Subject Index
· The Nature of Customer Relationship Management.
· Understanding Customer Differences.
· Information Technology and Collecting Customer Data.
· The CRM Data Warehouse.
· Customer Loyalty.
· Customer Retention Strategies.
· Winback and Acquisition Strategies.
· Sales Force Automation and Automated Customer Service Centers.
· The Basics of Data Mining, Online Analytical Processing, and Information Presentation.
· Measuring Customer Satisfaction and Loyalty.
· Issues for Implementing CRM Systems.
