CUSTOMER RELATIONSHIP MANAGEMENT: A STRATEGIC APPROACH TO MARKETING

KAUSHIK MUKERJEE

jul 2007 · PHI Learning Pvt. Ltd.

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"This textbook on CRM, a new approach to marketing, is comprehensive and managerially very useful. Its case studies with a mixture of Indian and non-Indian cases, are extremely interesting and will be fun for students to learn and for instructors to teach." JAGDISH N. SHETH, Professor of Marketing,Emory University This straightforward and easy-to-read text provides students of manage-ment and business studies with a thorough understanding of fundamental abilities and strategies that lead to the successful implementation of practice of CRM (Customer Relationship Management), regarded as the wonder solution to all the problems encountered by marketers. To cope with the increasing intensity of competition, necessitating a drive towards enhancement of customer satisfaction, the book emphasizes the need for integration and coordination along the value chain to effectively and efficiently manage customers. The book focuses on best practices in CRM and illustrates along the way through several interesting case studies how CRM has been used in various industries to build relationships with customers. The book also provides a solid grounding in tools, techniques and technologies used in CRM and explains in detail the power of eCRM to help companies make their vision of CRM a reality. The text is intended for students of MBA, PGDM (Postgraduate Diploma in Management), and PGPBA (Postgraduate Programme in Business Administration). Besides, this book is a useful reference for managerial and marketing professionals. KEY FEATURES  Provides insight into contemporary developments in CRM  Cites Indian as well as global examples  Offers case studies on Indian and global companies to highlight the use of CRM

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KAUSHIK MUKERJEE, Ph.D., is Associate Dean, ICFAI Business School (IBS), Pune. He has directed the development of over 100 case studies which are now being used by various universities and institutions around the world for research purposes. Dr Kaushik Mukerjee’s areas of interest include Product Management, Business Strategy, Customer Relationship Management, Services Marketing, and Marketing Management. He has published over 50 articles in related topics, and his books Customer Relationship Management—A Strategic Approach to Marketing, Business Management in a Nutshell, CRM Implementation—A Strategic Approach have been well received by the readers.