MARC Record

001 13010670
005 20051215161457.0
008 021122s2003    enkab    001 0 eng  
010   $a  2002154408
020   $a9780749430870$c$45.00
020   $a0-7494-3087-7
037   $bMIS$bKogan Page
040   $aDLC$cDLC$dDLC
042   $apcc
050 00$aHF5415.55$b.U6 2003
082 00$221$a658.8/12
100 0 $aGamble, Paul R.
110 0 $aStone, Merlin
245 00$aUp close and personal?$bcustomer relationship marketing @ work$cPaul R. Gamble ... [et al.].$hPaperback
260   $aSterling, VA$bKogan Page$cc2003
300   $axii, 382 p.$bill. ;$c24 cm.$e1 CD-ROM
500   $aPaul 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.

504   $aIncludes bibliographical references and index.
505 0 $a1. 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.
521   $aUniversitar
541   $d16-Sep-05$eNIR 1416
650  0$aRelationship marketing.
650  0$aCustomer relations.
700 1 $aGamble, Paul R.
852   $90$bSala de lectura 1$cS$kREG$t1$zArrived$p026324$iGAM$h3042$cStudent$qFair
906   $a7$bcbc$corignew$d1$eecip$f20$gy-gencatlg
925 0 $aacquire$b2 shelf copies$xpolicy default
955   $asd20 2002-11-22$aaa03 2002-11-29$aps01 2003-02-11 1 copy rec'd., to CIP ver.$asb18 2003-05-12 c. 2 to BCCD$csd20 2002-11-22 to subject;$dsd15 2002-11-26$esd06 2002-11-28 to Dewey$fsd06 2003-02-24 to BCCD