Customer Relationship Management: Integration of Marketing Strategy and Information Technology

Author: Qikemeng et al. / Hu Zuo Hao et al.
Publisher:
Publish Date: 2005-01-01
Features: Currently, Customer Relationship Management (CRM) has become a hot topic in the fields of marketing and information technology. There are many books on CRM. Most of these works focus on exploring the creation and improvement of CRM systems from a technical perspective, while neglecting the fundamental purpose of CRM, which is to enable businesses to gain a more comprehensive understanding of their customers, maximize the development of relationships with customers, achieve the maximization of customer value, and create a win-win situation between the company and its customers. This book is both fresh in content and structure. Its greatest feature lies in integrating the basic elements of Customer Relationship Management with marketing strategy and information technology for analysis, and it argues that "successful managers must understand both marketing concepts and information system structures to continuously form a comprehensive, reliable, and complete customer perspective and apply it successfully." The book begins and ends with basic marketing management theories, with concepts that are closely related to understanding and meeting customer needs. Additionally, the content covers various aspects of information system development, including the collection of customer data, the establishment of data warehouses, data development, the measurement of customer satisfaction and loyalty, and provides students with a clear roadmap for continuously obtaining customer information. This book can serve as a foundational textbook for undergraduate or graduate-level CRM/Marketing courses, as well as supplementary material for courses such as Sales Management, E-commerce, and Management Information Systems. Furthermore, it holds significant reference value for professionals in the business world and all readers engaged in CRM practice.