IBM Insights – Excellent Customer Relationship Marketing: Excellent Customer Relationship Marketing

Author: Bryan Foss
Publisher:
Publish Date: 2003-09-01
Features: This book was developed based on an invitation, funding, and full participation from IBM. It conducted a thorough investigation and research on CRM issues across hundreds of top enterprises worldwide, and the findings were compiled and edited into this publication. As a result, it is both an entirely independent and objective research work and a large-scale, comprehensive survey that few authors could accomplish. It is also a collection of case studies on customer relationship marketing from many important industries worldwide, as well as a highly targeted and highly practical reference book. It can be said that the ability of "giants" like IBM to "dance" is closely related to the research findings in this book. In fact, after reading this book, you will find that IBM's transformation into a "dancing giant" largely owes to CRM. This book can be considered a fundamental summary of IBM's perspectives and methods. If you are an entrepreneur or manager implementing or planning to implement CRM, if you are a researcher or student, or if you are deeply interested in the secrets behind IBM's "elephant dance" and also in the successes and failures of companies in many industries worldwide, then please read this book—you will surely gain something valuable.