Customer Relationship Management

Author: Qikemengde
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 innovative in content and structure. Its greatest feature lies in integrating the basic elements of Customer Relationship Management with marketing strategies and information technology for analysis, arguing 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 fundamental marketing management theories, with the concepts it elaborates on 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 more, providing students with a clear roadmap for continuously obtaining customer information. This book can serve as a basic 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.