Customer Relationship Management: Integrating Marketing Strategy and Information Technology
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TL;DR
This book discusses the nature of Customer Relationship Management, information technology and Collecting Customer Data, and issues for Implementing CRM systems.
Abstract
Preface. About the Authors. The Nature of Customer Relationship Management. Understanding Customer Differences. Information Technology and Collecting Customer Data. The CRM Data Warehouse. Customer Loyalty. Customer Retention Strategies. Winback and Acquisition Strategies. Sales Force Automation and Automated Customer Service Centers. The Basics of Data Mining, Online Analytical Processing, and Information Presentation. Measuring Customer Satisfaction and Loyalty. Issues for Implementing CRM Systems. Business Index. Subject Index.