A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
CRM reading list
* 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 Schools internationally acknowledged leadership in the field
Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.
"Professor Payne has written an excellent handbook for CRM success.
Every manager with any customer responsibilities should have The
Handbook of CRM on the desk."