Customer Relationship Management Theory and Application

Author: Li Zhigang
Publisher:
Publish Date: 2006-09-01
Features: This book comprehensively and systematically introduces the basic concepts, theories, implementation methods, key technologies, and practical applications of Customer Relationship Management (CRM). The book consists of 12 chapters, first introducing the fundamental knowledge, theoretical methods, and strategies of CRM. Then, from the perspective of principles and implementation, it elaborates on the functions, structure, types, and implementation methods of CRM software. Finally, it covers the application of call centers, data processing techniques, CRM products and markets, as well as the practical and operational aspects of CRM software from theoretical, practical, and operational levels. The book is well-structured, rich in content, easy to understand, and includes numerous vivid case studies. It emphasizes the latest achievements in CRM research and applications and incorporates experimental and practical content into the teaching material. This book can serve as a textbook for majors such as information management, e-commerce, marketing, business administration, logistics management, etc., and can also be used as a reference for management personnel or researchers in related fields.