دانلود کتاب Handbook of CRM : achieving excellence in customer management

Cover -- Table of contents -- Preface: Re-Inventing CRM -- About the Author -- Acknowledgements -- Introduction -- Chapter 1 A strategic framework for CRM -- The origins of CRM -- The key principles of relationship marketing -- The rise of CRM -- Marketing on the basis of relationships -- Viewing customers as business assets -- Organizing in terms of processes -- From reactive to proactive use of information -- Deploying IT to maximize the value of information -- Balancing the value trade-off -- Developing 'one-to-one' marketing -- The role of CRM -- Varying definitions of CRM -- The CRM continuum -- three perspectives of CRM -- Use of CRM and its terminology -- A definition of CRM -- Types of CRM -- The size and nature of the CRM market -- Sector growth within the CRM market -- CRM and software vendors -- Five key cross-functional CRM processes -- The need for a CRM strategic framework -- Process 1: the strategy development process -- Process 2: the value creation process -- Process 3: the multi-channel integration process -- Process 4: the information management process -- Process 5: the performance assessment process -- The structure of the book -- Chapter 1: Developing a strategic framework for CRM -- Chapter 2: The strategy development process -- Chapter 3: The value creation process -- Chapter 4: The multi-channel integration process -- Chapter 5: The information management process -- Chapter 6: The performance assessment process -- Chapter 7: Organizing for CRM Implementation -- Checklist for CRM leaders -- Chapter 2 The strategy development process -- Business strategy -- The role of business strategy -- Business vision -- Industry and competitive characteristics -- Focusing on business strategy -- Customer strategy -- The role of customer strategy -- Customer choice and characteristics: the role of market segmentation -- Who is the customer? -- Market segmentation -- Segment granularity: from mass marketing to 'one-to-one' marketing -- Focusing on customer strategy -- Aligning business strategy and customer strategy -- CRM strategy development -- Product-based selling -- Managed service and support -- Customer-based marketing -- Individualized CRM -- Migration paths for CRM -- Summary -- Checklist for CRM leaders -- Case 2.1 DnB Nor Bank pursues an enterprising strategy with Teradata -- Case 2.2 RS Components: towards individualized CRM with BroadVision -- Chapter 3 The value creation process -- The value the customer receives -- The nature of value -- what the customer buys -- The value proposition -- Value assessment -- The value the organization receives -- Customer profitability -- Customer acquisition and its economics -- Customer retention and its economics -- Acquisition and retention activities in practice -- A framework for customer retention improvement -- Customer segment lifetime value -- Defining the role of customer lifetime value -- Calculating customer lifetime value -- Building profit improvement -- Summary -- Checklist for CRM leaders -- Case 3.1 BT -- creating new customer value propositions -- Case 3.2 Building new value propositions a