IES Management College And Research Centre

MAKKAR, URVASHI

CUSTOMER RELATIONSHIP MANAGEMENT URVASHI MAKKAR AND HARINDER KAUR - NEW DELHI TATA MCGRAW HILL 2012 - XVII, 274 P. PAPER

Table of contents

"PART 1 Prerequisites to CRM

1. Customer Care
2. Customer Life Cycle (CLC) and Customer Lifetime Value (CLV)
3. Relationship Marketing
3. Relationship Marketing

PART II Understanding CRM

4. Customer Relationship Management (CRM)
5. Loyalty Management
6. Service Quality and Service Capacity Planning
7. Customer-Driven Quality and QMS

PART III Planning and Implementation of CRM

8. CRM and Sales Force Automation
9. eCRM
10. Planning and Implementing CRM
11. Making CRM a Success
12. IT Solution of CRM and Its Integration
13. Future of CRM
Case Studies on CRM
Index



The current competitive post-liberalization scenario has compelled the organizations globally to adopt customer orientation and leave behind the obsolete concept of product focus. No organization can afford to have `Marketing Myopia? at the cost of losing precious customers.
It is here that Customer Relationship Management (CRM) plays a definitive part for all organizations. Concepts such as Loyalty Management, Customer Service, Analytical & Operational CRM as well as Role of CRM in Marketing play a major part in workings of all organizations.
With its illustrative style and extensive coverage of concepts, this book not only provides an insight to CRM but also helps in bridging the gap between the availability of conceptual knowledge in CRM and application of CRM principles in the Corporate Sector.



978-0-07-133331-2


CUSTOMER RELATIONSHIP MANAGEMENT
LOYALTY MANAGEMENT
CUTOMER SERVICE
ANALYTICAL AND OPERATIONAL CRM

658.812

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