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Customer Relationship Management

N. H. Mullick (Author)

Customer Relationship Management (CRM) is a comprehensive textbook designed to meet the needs of postgraduate management students specializing in marketing. It explains the concepts and application of CRM through numerous examples, exhibits, and cases.

The book is divided into four parts comprising twelve chapters. Part I on CRM Concepts and Processes introduces the subject and establishes the importance of understanding and collaborating with customers. Part II on Analytical CRM discusses database management, data mining, and analysis. Part III on CRM Operations discusses the methods to design loyalty programs and role of marketing channels in CRM. The final part (IV) on CRM: Technology, Implementation and Applications includes discussions, technological developments of CRM, need for its implementation in the services sector and its assessment.

Contents: Part I: Customer Relationship Management: Concepts and Processes. 1. An Introduction to CRM. 2. CRM Integration in an Organization. 3. Customer Loyalty and Retention. 4. CRM Process. Part II: Analytical CRM. 5. Database Management. 6. Data Analysis and Data Mining. Part III: CRM Operations. 7. Customer Loyalty and Retention Management. 8. CRM in Marketing Channels. Part IV: CRM: Technology, Implementation and Applications. 9. Technological Developments in CRM. 10. CRM Implementation. 11. Applications of CRM. 12. Assessment of CRM.

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Bibliographic information

Title Customer Relationship Management
Author N. H. Mullick
Format Softcover
Date published: 09.07.2016
Edition 1st. ed.
Language: English
isbn 9780199456758
length 384p.,