Customer Relationship Management -- Theory and Practice

Author: Shao Bingjia, Tong Kui, et al.
Publisher:
Publish Date: 2007-01-05
Features: This book provides a systematic and concise introduction to Customer Relationship Management (CRM) from theoretical, practical, and operational perspectives. It begins by introducing the fundamental principles of modern CRM from the perspectives of management philosophy and technological application. Then, it uses vivid case studies to explain the implementation of CRM strategies and project management. Finally, it combines typical operational processes in CRM software and the process of data mining in customer data processing to demonstrate practical applications. This book is the first to integrate the basic principles of CRM, CRM strategy implementation, and project management. It vividly presents case studies and the combination of theory and practice. The accompanying CD-ROM provides demonstrations of typical software, software usage and operation, and development applications, allowing hands-on installation and operation to enhance understanding. It is the first CRM book in China equipped with a CD-ROM. This book is suitable for economic management researchers, practitioners, and computer software development personnel, as well as serving as training material for e-commerce, economic management, and computer application majors.