Strategic Customer Management

Integrating Relationship Marketing and CRM

Adrian Payne, Pennie Frow

• Publisher: Cambridge University Press
• Year: 2013
• Print ISBN:
  9781107014961
• eBook ISBN:
  9781107330900
• Topic: Business
• Subtopic: Marketing
• Index: Business

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.

Table of contents

• Cover
• Contents
• Figures
• Acknowledgements
• Part I Introduction
• 1 Strategic customer management
• Part II Relationship marketing
• 2 Relationship marketing: Development and key concepts
• 3 Customer value creation
• 4 Building relationships with multiple stakeholders
• 5 Relationships and technology: Digital marketing and social media
• Part III Customer relationship management: Key processes
• 6 Strategy development
• 7 Enterprise value creation
• 8 Multi-channel integration
• 9 Information and technology management
• 10 Performance assessment
• Part IV Strategic customer management implementation
• 11 Organising for implementation
• Notes
• Index