Customer Relationship Management---Theory and Practice

Author: Shao Bingjia et al.
Publisher:
Publish Date: 2004-05-01
Features: This book provides a systematic and concise introduction to Customer Relationship Management (CRM) from three levels: theory, practice, and operation. 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 that combine theory and practice. The accompanying CD-ROM provides demonstrations of typical software, software usage, and operational procedures, as well as development applications. Users can install and operate the software to deepen their understanding, making it the first CRM book in China to be accompanied by a CD-ROM. This book is suitable for economic management researchers and practitioners, as well as computer software development personnel. It can also serve as training material for majors in e-commerce, economic management, and computer applications.