Description

Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.

 

Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.

Features

• Case studies and questions at the end of each chapter to test understanding 
• Coverage of the strategic, organisational, commercial and technological aspects of CRM
• Discussion of buyer-seller relations from a social psychology perspective
• A section on direct marketing, which includes production elements of direct mail, with a checklist of what to look out for

New to this Edition

• Updated introduction to highlight new and important developments in CRM
• A complete restructuring of the content of the book; CRM is embedded in relationship marketing theory and presented as a managerial approach to initiate and build relationships in a social context; customer insights, the fundament of CRM forms the starting point of the discussion of CRM
• Theories on groups and social networks now included
• Updated content on multi channels
• New insights in implementing CRM
• New perspectives on the future of CRM to reflect recent developments and best practice
• New chapters added on CRM metrics and personal selling 
•  New cases will include insights from Starbucks, Center Parcs,  Nike+, Zappos, Carglass, Agrifirm, Albert Heijn and Harry Potter

 

Table of Contents

Part 1: Introduction

Chapter 1: Customer-Supplier Relationships

Chapter 2: Customer Relationship Management

 

Part 2: Strategy and Organisation

Chapter 3: CRM as an integral business strategy

Chapter 4: The relationship oriented organisation

 

Part 3: Intelligence

Chapter 5: Customer knowledge strategy

Chapter 6: Customer data management

Chapter 7: Data analyses and datamining

Chapter 8: Segmentation and selections

Chapter 9: Retention and cross-sell analyses

Chapter 10: Management reporting: measuring, learning and optimising

 

Part 4: Marketing

Chapter 11: The customer proposition

Chapter 12: The relationship policy

 

Part 5: Channels

Chapter 13: Multi-channel management

Chapter 14: Personal selling

Chapter 15: Online environment

Chapter 16: Contact Centre Management

 

Part 6: CRM Systems and their implementation

Chapter 17: CRM systems

Chapter 18: Implementation of CRM systems

Chapter 19: The future

Back Cover

Most businesses know that how they manage their relationships with their customers is vital to their success. Yet the field of Customer Relationship Management lacks proper academic coverage. Ed Peelen’s Customer Relationship Management is the only comprehensive academic text in English to cover the entire scope of CRM. This fully updated second edition cements its position as essential reading for anyone who wants to understand this continually evolving field.

 

Addressing the strategic, organisational, commercial and technological aspects of CRM, Peelen brings a social psychology perspective, blending theory and practice to aid a full understanding of the subject. The book is geared towards advanced undergraduates and MBA students, but is ideal for anyone taking courses in Customer Relationship Management, Relationship Marketing, Direct Marketing or Database Management.

 

Ed Peelen is one of the founders and partners of ICSB, a consulting firm in marketing and strategy. He was Professor of Marketing at the Centre for Marketing and Supply Chain Management, and the Executive Management Development Centre at Nyenrode Business University, the Netherlands.

 

Rob Beltman is also a partner at ICSB.

 

 

'CRM has gone through many changes and developments over the years. But a constant factor is the inspiration Ed Peelen provides by combining solid theoretical knowledge with practical examples and business applications.'

Hans Zijlstra, Head of Customer Insight, Air France-KLM

 

'This book recognises the major shortcomings of most CRM books - that is, the focus on the tactical, systems approach to managing customers. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability.'

Dr John Oliver, Associate Professor, The Media School, Bournemouth University, UK

 

'This book inspired me during the defining process … of our CRM implementation at PricewaterhouseCoopers in the Netherlands. The book kept me on track and saved me from operational pitfalls. This CRM 'bible' provides vision in establishing the backbone of any company’s CRM programme.'

Gerard Struijf, Chairman PvKO (Platform for Customer-Centric Entrepreneurship), former Senior Manager CRM, PricewaterhouseCoopers, the Netherlands