Customer Relationship Management Ed Peelen Pdf

Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.

Backcover CopyMost businesses know that how they manage their relationships with their customers is vital to their success. Yet the field of Customer Relationship Management lacks proper academic coverage. Ed Peelen’s Customer Relationship Management is the only comprehensive academic text in English to cover the entire scope of CRM. This fully updated second edition cements its position as essential reading for anyone who wants to understand this continually evolving field.Addressing the strategic, organisational, commercial and technological aspects of CRM, Peelen brings a social psychology perspective, blending theory and practice to aid a full understanding of the subject. The book is geared towards advanced undergraduates and MBA students, but is ideal for anyone taking courses in Customer Relationship Management, Relationship Marketing, Direct Marketing or Database Management.Ed Peelen is one of the founders and partners of ICSB, a consulting firm in marketing and strategy. He was Professor of Marketing at the Centre for Marketing and Supply Chain Management, and the Executive Management Development Centre at Nyenrode Business University, the Netherlands.Rob Beltman is also a partner at ICSB.' CRM has gone through many changes and developments over the years.

But a constant factor is the inspiration Ed Peelen provides by combining solid theoretical knowledge with practical examples and business applications.' Hans Zijlstra, Head of Customer Insight, Air France-KLM'This book recognises the major shortcomings of most CRM books − that is, the focus on the tactical, systems approach to managing customers. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability.' Dr John Oliver, Associate Professor, The Media School, Bournemouth University, UK'This book inspired me during the defining process of our CRM implementation at PricewaterhouseCoopers in the Netherlands. The book kept me on track and saved me from operational pitfalls. This CRM 'bible' provides vision in establishing the backbone of any company’s CRM programme.'

Gerard Struijf, C hairman PvKO (Platform for Customer-Centric Entrepreneurship), former Senior Manager CRM, PricewaterhouseCoopers, the Netherlands. Pearson Learning SolutionsNobody is smarter than you when it comes to reaching your students. You know how to convey knowledge in a way that is relevant and relatable to your class. It's the reason you always get the best out of them. And when it comes to planning your curriculum, you know which course materials express the information in the way that’s most consistent with your teaching. That’s why we give you the option to personalize your course material using just the Pearson content you select.

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Customer Relationship Management Ed Peelen Pdf File

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Table of Contents 1 Introduction 1 Pt. I Strategy and organisation of CRM 19 2 Customer-supplier relationships 21 3 CRM as an integral business strategy 47 4 The relationship-oriented organisation 65 Pt. II CRM marketing aspects 89 5 Customer knowledge 91 6 Communication and multichannels 117 7 The individualised customer proposition 141 8 The relationship policy 165 Pt.

Customer Relationship Management Ed Peelen Pdf Software

III Analytical CRM 183 9 Relationship data management 185 10 Data analyses and datamining 207 11 Segmentation and selections 221 12 Retention and cross-sell analyses 237 13 The effects of marketing activities 257 14 Reporting results 273 Pt. IV Operational CRM 289 15 Call centre management 291 16 Internet and the Website 315 17 Direct mail 343 Pt. V CRM systems and their implementation 361 18 CRM systems 363 19 Implementation of CRM systems 391 20 The future 413.