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Paul R. Gamble ... [et al.].
ill. ;
382p., 24 cm.
Includes bibliographical references and index.
1. Customer relationship marketing: one more time? -- Why is relationship marketing important? -- Is customer relationship marketing profitable? -- Customer-led or market oriented? -- What's different about customer relationship marketing? -- Problems with functional marketing -- The evolution of customer relationship marketing -- The basis of a customer relationship marketing audit -- Gaining a competitive edge -- Virtual products and services -- Personal contact -- Summary -- 2. Relationships with customers -- Who is a customer? -- Levels of relationship -- Consumer buying models -- Business-to-business buying models -- Customer relationship marketing and the sales process -- Summary -- 3. Buy-in, policies and plans -- Buy-in top to bottom -- Strategy as fit and strategy as stretch -- Transforming the organization -- Top down leadership -- Bottom up management -- Core process redesign -- Summary -- Checklist for reap planning -- 4. Measuring the impact -- Ten guidelines for a relationship marketing strategy -- Key performance indicator (kpi) measures -- The kpi hierarchy -- Quantifying relationship marketing -- Fixing the budget -- Summary -- 5. Segmentation and the top vanilla offer -- Traditional and relationship marketing planning -- Developing the capability for relationship marketing -- Customer management differentiation -- Segmentation -- A practical approach to segmented relationships -- The top vanilla approach -- Key principles of top vanilla -- The risks of top vanilla -- Summary -- 6. Getting the show on the road -- Introduction -- Barriers to implementation -- The implementation programme -- Evaluating current practice -- Developing the business case -- Customer contact strategy -- Customer management key performance indicators -- Summary -- 7. Customer loyalty and continuity -- What is customer loyalty? -- Loyalty and product type -- Which customers do you want to be loyal? -- Customer acquisition-six steps to success -- Customer retention-six steps to success -- Loyalty management-six steps to success -- Are loyalty schemes win-win? -- Summary-ten steps to successful loyalty schemes -- 8. Transparent marketing, customer value and process management -- Transparent marketing -- Do customers want transparent relationships? -- Customer value management and process contribution assessment -- Summary -- 9. Customer knowledge management -- Why manage knowledge? -- Tacit knowledge, explicit knowledge and products -- Implementing knowledge management-critical success factors -- Making knowledge management a reality-seven steps to success -- Customer knowledge management and organizational alignment -- Summary -- 10. Integrating the technology of customer management systems -- Introduction -- The overall approach -- The crm ecosystem -- Learning through experience -- Updating current IT systems -- Building the brain -- The impact of mergers and acquisitions -- Integrating customer management systems -- Information where it's needed when it's needed.
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