» » Managing Customer Relationships: A Strategic Framework
Managing Customer Relationships: A Strategic Framework by Martha Rogers,Don Peppers
ISBN: 047148590X
ISBN13: 978-0471485902
Author: Martha Rogers,Don Peppers
Book title: Managing Customer Relationships: A Strategic Framework
Other Formats: mobi lrf txt docx
Pages: 528 pages
Publisher: Wiley; 1 edition (April 19, 2004)
Language: English
Size PDF version: 1859 kb
Size ePub version: 1373 kb
Size fb2 version: 1102 kb
Category: Marketing & Sales

In today’s competitive marketplace, customer relationship management is critical to a company’s profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.

Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.

One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:

Pioneering theories and principles of individualized customer relationships

An overview of relationship theory

Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin

Guidelines for identifying customers and differentiating them by value and need

Tips for using the tools of interactivity and customization to build learning relationships

Coverage of the importance of privacy and customer feedback

Advice for measuring the success of customer-based initiatives

The future and evolution of retailing

An appendix that examines the qualities needed in a firm’s customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions

The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Books reviews
The paper used for the book was refreshingly nice to study from, since it was non-glossy and produced no glare.
As a college student who doesn't care for reading a thick text book this one isn't too bad. The authors make it an easy read and the information is very interesting.
Sermak Light
Quick delivery and item was exactly as described.
Very interesting and useful book.
Book cover was torn a little.
Good! Thanks
I bought this book for a course called "Customer Relations in Business." The material does not appear to have been edited as there are numerous grammatical errors. The index is poorly done and does not always refer you to the right page. The authors' use of marketing-specific acronyms is excessive and slows down the reading. On a personal level I cannot condone what this book advocates ... collecting information on customers with or without their knowledge or consent for the purposes of manipulating them. In short it treats customers as a means and not as an end.
I've been using this book for my MBA class and it has been a very useful tool to learn about CRM in the most clear way you can think of. This is a must read if you are interested in learning how to get closer and closer to your customer and develop a competitive advantage over them in the short and long run.
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