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Strategic Customer Management
Údaje o názvu Strategic Customer Management [elektronický zdroj] : Integrating Relationship Marketing and CRM Osobní jméno Payne, Adrian Vyd.údaje Cambridge : Cambridge University Press, 2013 Fyz.popis 1 online zdroj (548 s.) ISBN 1107333199 (electronic bk.) 9781107333192 (electronic bk.) 9781107336513 (electronic bk.) 1107336511 (electronic bk.) 9781139057417 (electronic bk.) 1139057413 (electronic bk.) Poznámky o skryté bibliografii a rejstřících Obsahuje bibliografické odkazy a rejstřík Úplný obsah Cover; Contents; Figures; Acknowledgements; Part I Introduction; 1 Strategic customer management; The domain of strategic customer management; The development of the discipline of marketing; The growth of the service economy; The service-dominant logic of marketing; From transaction marketing to relationship marketing; Principles of relationship marketing; An emphasis on relationships; An emphasis on a cross-functional approach to marketing; An emphasis on creation of value for customers; An emphasis on multiple markets; An emphasis on retention of profitable customers Poznámka o obsahu Important trends in relationship marketing and CRMMarketing on the basis of relationships; Viewing customers as business assets; Organising in terms of processes; From reactive to proactive use of information; Balancing the value trade-off; Developing 'one-to-one' marketing; A definition of relationship marketing; Customer relationship management (CRM); The rise of CRM and how it differs from relationship marketing; Varying perspectives of CRM; A definition of CRM and types of CRM; Types of CRM; CRM and software vendors; Key CRM processes and a strategy framework for CRM. The structure of the bookPart I: Introduction; Chapter 1: Strategic customer management; Part II: Relationship marketing; Chapter 2: Relationship marketing: Development and key concepts; Chapter 3: Customer value creation; Chapter 4: Building relationships with multiple stakeholders; Chapter 5: Relationships and technology: Digital marketing and social media; Part III: Customer relationship management: Key processes; Chapter 6: Strategy development; Chapter 7: Enterprise value creation; Chapter 8: Multi-channel integration; Chapter 9: Information and technology management. Chapter 10: Performance assessmentPart IV: Strategic customer management implementation; Chapter 11: Organising for implementation; Part II Relationship marketing; 2 Relationship marketing: Development and key concepts; Origins of relationship marketing and alternative approaches; Relationship marketing -- its origins; Alternative approaches to relationship marketing; Key concepts in relationship marketing; Shifting from a functional to cross-functional orientation; The emphasis on processes; Integrating marketing, customer service and quality; The drivers of customer relationships. The building blocks of relationships -- trust, commitment, satisfaction and loyaltyStages of relationship development; Commitment and trust; Customer satisfaction; Customer loyalty; The scope of customer relationships; Relationship marketing and multiple markets; Stakeholder models in relationship marketing; Relationship marketing and networks; Business networks; The Smart Car; Gant USA and Pyramid Sportswear; Social networks; Planning marketing relationships; Relationship marketing planning; Planning for multiple stakeholder markets; The 'relationship management chain' Dal.odpovědnost Frow, Pennie Předmět.hesla řízení vztahů se zákazníky * podnikový management * Customer relations - Management. Forma, žánr elektronické knihy * Electronic books Konspekt 658 - Řízení a správa podniku MDT 658 * 005.346 Země vyd. Velká Británie Jazyk dok. angličtina URL Odkaz na elektronický dokument EBSCO Druh dok. ELEKTRONICKÉ ZDROJE 
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Počet záznamů: 1