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Managing Customer Relationships: A Strategic Framework by Don Peppers, Martha Rogers
English | 2011 | ISBN: 0470423471 | 530 pages | PDF | 3,3 MB
Now fully revised and updated with new examples, case studies, and references with contributing works from industry leaders and academic experts, Managing Customer Relationships is 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, the Second Edition focuses on marketing accountability and metrics and advanced customer valuation approaches, including Return on Customer. The new edition offers a full discussion of the influence of social networking on customer empowerment and customer relationship management (CRM).
In Managing Customer Relationships, Second Edition, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they coined the term "one-to-one marketing," provide the foundational overview of what it takes to keep customers coming back, presenting world-class guidance on:
• The technology revolution and the customer revolution
• Tools of interactivity and customization to build learning relationships
• The importance of privacy and customer feedback
• Customer insight, dialogue, and social media
• The role of interconnectivity and social networking on building trusting relationships
• Essential qualities in a firm's customer relationship leaders
In today's competitive marketplace, managing customer relationships (and CRM) has become 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 how to make everyday managerial decisions that increase the value of a company by increasing the value of the customer base.
With contributions from academic and industry leaders, Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, equipping professionals with techniques every company can put to use in sharpening its competitive advantage.
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