Customer Relationship Management Theory and Practice

Author: Yang Luming
Publisher:
Publish Date: 2004-05-01
Features: This book explores the fundamental theories, methods, and applications of customer relationship management (CRM) in network environments from the perspectives of management, technology, and application. The book is divided into ten chapters. It covers the rise of customer relationships to the concept of customer relationships, from customer relationship management to the operation of enterprises in the era of e-commerce; from the design of customer relationship management systems to the data management of customer relationships; from customer service centers to management information systems and the extension and application of customer relationships; and from customer relationship management to supply chain management and the evaluation of enterprises' customer relationships. The discussions progress from simple to complex, with rich content and in-depth discussions on practical cases. The book provides a comprehensive and systematic introduction to the theory and application of customer relationship management (CRM). It particularly explores CRM from three perspectives: strategic management thinking, management content, and supporting modern management information technology systems. The book is divided into 12 chapters, with the first three chapters introducing the background of CRM and its role in modern enterprises, analyzing the connotation of CRM, and explaining the importance of valuing customers and the strategic significance of customer relationship management. Chapters 4 to 9 systematically introduce the processes, system design, and implementation of CRM, providing detailed explanations of CRM marketing guided by management concepts such as data management, customer service centers, workflow management, and one-to-one marketing, along with an introduction to e-CRM (customer relationship management in e-commerce) and the integration of CRM with enterprise resource planning, supply chain management, and knowledge management. Chapters 10 to 11 focus on exploring the role and value of CRM for modern enterprises and propose methods and indicator systems for evaluating the effectiveness of CRM implementation. In the final chapter, the book introduces the current status of CRM applications in important industries in China, the characteristics and development trends of mainstream CRM systems. The book strives to combine modern management concepts with information technology, theory with practice, making it easy to understand and deeply informative, supported by numerous cases to enhance intuitive understanding. CRM is a rapidly developing field, and the book particularly reflects the latest developments in the CRM field, striving to stay aligned with trends and the times. The book is suitable as a textbook for CRM courses in management, economics, and e-commerce at universities and colleges, as well as for CRM researchers, practitioners, and professionals engaged in enterprise management, information economics, and management information systems.