‘Up Close and Personal’? Customer relationship marketing @ work

Abstract

Provides an overview of customer relationship marketing (CRM) and addresses key issues for companies relating to the management of customer relationships. Covers who is a customer and relationships with customers; issues of corporate planning the formulation of strategies as they relate to customer relationship marketing; measuring the impact of customer relationship marketing; the segmentation of customers into groups and the "top vanilla offer"; how to get started with customer relationship marketing; customer loyalty and continuity; transparent marketing, customer value, and process management; customer knowledge management; integrating the technology of customer management systems; managing good and bad customers; and justifying the CRM investment. Includes a CD-ROM containing a diagnostic tool that will enable one to determine if his or her enterprise is positioned to take forward a new CRM initiative. Coauthors are Merlin Stone, Neil Woodcock, and Bryan Foss. Gamble is Professor of European Management at the University of Surrey. Index.