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Tables of Contents for Customer Relationship Marketing
Chapter/Section Title
Page #
Page Count
Acknowledgements
iv
 
Preface
viii
 
Foreword
x
 
Why Relationship Marketing?
1
10
Models of Customer Management
11
18
The Customers' Perspective
29
11
The Company's Perspective
40
12
Quantifying the Impact
52
19
Identifying Customers' Relationship Needs
71
14
The Role of Market Research
85
16
Customer Retention and Loyalty
101
16
Integrating CRM Strategies
117
11
Processes and Procedures
128
14
People and Performance
142
18
CRM Technology -- Today and Tomorrow
160
35
The Future of e-CRM
195
22
CRM Programme Planning
217
10
Index
227