Customer Relationship Management

Customer Relationship Management is structured around the author's own 'CRM Value Chain' model, and addresses what it sees as the core issues of CRM: * Who should companies serve? * How can they get to know these customers better? * What value should be offered to these customers The book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equally relevant for students and practitioners of CRM. There is a Tutor Resource pack available to lecturers who adopt this text.