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Handbook of CRM: Achieving Excellence Through Customer Management

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Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major &lt;b&gt;Handbook of CRM&lt;/b&gt; gives complete coverage of the key concepts in this vital field. &lt;br&gt;It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.&lt;br&gt;&lt;br&gt;Based on recent knowledge, it is underpinned by: &lt;br&gt;&lt;br&gt;* Clear and comprehensive explanations of the key concepts in the field&lt;br&gt;* Vignettes and full cases from major businesses internationally&lt;br&gt;* Definitive references and notes to further sources of information on every aspect of CRM&lt;br&gt;* Templates and audit advice for assessing your own CRM needs and targets&lt;br&gt;&lt;br&gt;The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.&lt;br&gt;&lt;br&gt;* A definitive, heavily researched, comprehensive overview &lt;br&gt;* Key concepts allied to action templates&lt;br&gt;* Written by one of the first major marketing thinkers in the field and based on Cranfield Business School's internationally acknowledged leadership in the field

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