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Strategic Customer Management
Title statement Strategic Customer Management [elektronický zdroj] : Integrating Relationship Marketing and CRM Personal name Payne, Adrian Issue data Cambridge : Cambridge University Press, 2013 Phys.des. 1 online zdroj (548 s.) ISBN 1107333199 (electronic bk.) 9781107333192 (electronic bk.) 9781107336513 (electronic bk.) 1107336511 (electronic bk.) 9781139057417 (electronic bk.) 1139057413 (electronic bk.) Internal Bibliographies/Indexes Note Obsahuje bibliografické odkazy a rejstřík Contents 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 Content note 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' Another responsib. Frow, Pennie Subj. Headings řízení vztahů se zákazníky * podnikový management * Customer relations - Management. Form, Genre elektronické knihy * Electronic books Conspect 658 - Řízení a správa podniku UDC 658 * 005.346 Country Velká Británie Language angličtina URL Odkaz na elektronický dokument EBSCO Document kind ELECTRONIC RESOURCES 
Call number Barcode Sublocation Volný výběr Info EK 68 3300995068 elektronické knihy online
Number of the records: 1