2. Auflage - Februar 2011
71,90 Euro
2011. 528 Seiten, Hardcover
- Fachbuch -
ISBN-10: 0-470-42347-1
ISBN-13: 978-0-470-42347-9 - John Wiley & Sons

Preis inkl. Mehrwertsteuer zzgl. Versandkosten.





Probekapitel

Kurzbeschreibung
In today's competitive marketplace, managing customer relationships or customer relationship management (CRM) is critical to a company's profitability and long-term success. Fully revised and updated, Managing Customer Relationships, Second Edition contains principles that serve business managers as a useful underpinning for understanding how to build and manage customer relationships. Written by Don Peppers and Martha Rogers, two of the foremost thought leaders in CRM, the new edition contains updated examples, case studies, and references with contributing works from various industry leaders.

Aus dem Inhalt
Preface.

PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS.

CHAPTER 1 Evolution of Relationships with Customers.

CHAPTER 2 The Thinking behind Customer Relationships.

PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS.

CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust.

CHAPTER 4 Identifying Customers.

CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others.

CHAPTER 6 Differentiating Customers by Their Needs.

CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy.

CHAPTER 8 Customer Insight, Dialogue, and Social Media.

CHAPTER 9 Privacy and Customer Feedback.

CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships.

PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE.

CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives.

CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise.

CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1.

CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2.

CHAPTER 15 Where Do We Go from Here?

Name Index.

Term Index.