CRM Implementation Bible

Author: Zhang Xuejun et al.
Publisher:
Publish Date: 2005-01-01
Features: In this book, the editors provide a comprehensive elaboration on Customer Relationship Management (CRM) across three aspects: theory, technology, and practice.
In terms of theory, the book discusses the theoretical origins and fundamental knowledge of CRM. The main theoretical content covers the development trends of marketing, an overview of CRM, research on CRM-related concepts, establishing customer relationships, customer satisfaction and loyalty, QR and ECR, customer credit management, and customer churn management. Through this section, readers can grasp a solid foundation, laying a strong groundwork for practical applications.
Regarding the technology of CRM, the book explores the development trends of CRM technology, the design platforms for CRM—Java platform (J2EE) and Microsoft .NET platform, the relationship between data warehouses, data mining, and CRM, and customer call centers, among other topics.
Additionally, to align CRM theory with practical applications and enhance the book's reference value, the editors provide detailed introductions to the application of CRM in various industries, including the tourism industry, real estate industry, pharmaceutical industry, telecommunications industry, retail industry, and financial industry.
This book attempts to offer a detailed explanation of the highly rich concept of CRM, making it a valuable read for professionals and enthusiasts alike. It can also serve as supplementary teaching material for management-related majors in higher education institutions.