10 Key Aspects of Customer Relationship Management

Author: (USA) Pier
Publisher:
Publish Date: 2006-01-17
Features: I have always believed that although free trade policies and advanced communication technologies have facilitated the liberalization of global markets, customers remain a crucial regulatory factor in the market. In this book, Geoffrey Pier analyzes customer relationship management (CRM) from the perspective of a large distribution company. This is a novel and truly traditional-free, .com/IT-based interpretation approach. The value of this book lies in Pier's identification of the challenges in CRM and his provision of effective ways to improve the work. Geoffrey Pier demonstrates his insights as an experienced market researcher and his understanding of reality in the book, showing how advanced technologies can be creatively applied. He explains the impact of CRM on the marketing process from a fresh perspective, challenging producers and CRM practitioners to re-examine the principles they follow. This book is suitable for business professionals, CRM practitioners, and scholars who are learning and aspiring to challenge the established CRM theories. The concepts proposed in this book suggest that as a technology and corporate philosophy, CRM is continuously improving. Customers, rather, define the nature of the relationship. Therefore, "managing customer relationships" might be a more appropriate term. However, since CRM is the term chosen by suppliers, consultants, and analysts, this book still adheres to this terminology.