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Gebonden Engels 2004 9780072231731
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Updated to reflect the major changes in Customer Relationship Management (CRM) in the last few years, this third edition of CRM at the Speed of Light: Capturing and Keeping Customers in Real Time is a must-read for executives looking to leverage the latest technologies on the market to reach and retain customers. Learn CRM concepts, discover what tools are available and which ones are suitable for your business, and get practical, expert advice on avoiding common pitfalls.


Uitgever:McGraw-Hill Education


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Part I: The OverviewChapter 1: Is CRM Ashley Judd? Chapter 2: Whole-Brained CRM: The Real Metaphor Chapter 3: Data-Driven CRM vs. Process-Driven CRMPart II: The Modules Chapter 4: Sales Force Automation: Power to the (Sales) PeopleChapter 5: Enterprise Marketing Management: Finally Getting the Message?Chapter 6: CCRM = PRM: Not Just a Name Change Chapter 7: Call Center, CIC, Potato, Po-tah-to: Customer Service Can Be Good—Whatever You Call It .Chapter 8: Field Service: Not Just Your Maytag Repairman AnymoreChapter 9: Analytics: I Never Saw a Purple Cow, but if I Did, It Would Be a Demographic .Part III: The MarketsChapter 10: Going Deep: Verticalizing CRM . Chapter 11: “Of the People, by the People, for the People”: CRM in the Public SectorChapter 12: CRM and the SMB: Small Is BeautifulPart IV: The Modules Chapter 13: Web Architecture for Enterprise Applications: Why Learn THAT?Chapter 14: Data Mining, Datawarehouse, Data (Just Not Star Trek’s) Chapter 15: Supply Chain + Demand Chain = A Big Enterprise Value Chain, GangChapter 16: The ASP Model: Sexy, but UtilitarianPart V: The KernelChapter 17: CRM Strategy: First in Plan, First in Implementation, First in the Heart of the Customer Chapter 18: Business Processes Are Gender Neutral, Aren’t They? Chapter 19: Culture Change, not Diaper Change: Managing a Dramatic TransformationChapter 20: Dancing to the Music: Implementing CRM Chapter 21: Communications and Learning Management Does Not Equal Knowledge DumpChapter 22: ROI and Metrics: Numbers Never Felt So Good Part VI: The RanksChapter 23: Playing with the Big Boys: The Sandbox SurvivorsChapter 24: The Best of the RestChapter 25: The ASP Is More than Cleopatra’s Death WarrantPart VII: Back to the FutureChapter 26: Peering at the Future Through Glasses: Bye-Bye CRM, Sort OfAppendix: Customer Lifetime Value Primer Afterword

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