Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.
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.
Based on recent knowledge, it is underpinned by:
* Clear and comprehensive explanations of the key concepts in the field
* Vignettes and full cases from major businesses internationally
* Definitive references and notes to further sources of information on every aspect of CRM
* Templates and audit advice for assessing your own CRM needs and targets
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.
* A definitive, heavily researched, comprehensive overview
* Key concepts allied to action templates

* 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

客户关系管理是管理客户关系以增加股东价值的一种整体战略方法，本CRM主要手册全面介绍了这一重要领域的关键概念。
它是对成功的客户关系管理所依据的概念的全面理解，而不是可以用来实现它的大量系统。
根据最近的知识，其基础是：
*对该领域的关键概念作出明确和全面的解释
*国际主要企业的案例和完整案例
*关于CRM各个方面的进一步信息来源的明确参考和注释
*用于评估您自己的CRM需求和目标的模板和审计建议
对该主题最清晰、全面和重要的概述，是将主要原则与现实商业世界联系起来的一个宝贵工具。
*一个明确的，深入研究的，全面的概述
*与动作模板相关的关键概念
*由该领域最早的主要营销思想家之一撰写，基于克兰菲尔德商学院在该领域的国际公认领导地位