Up close & personal? : customer relationship marketing @ work (3rd ed)

CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking.

Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. "Up Close and Personal!" provides practical new insights into effective customer relationship marketing.

The book explores, in depth, a variety of issues, including: strategies, policies and plans; measuring the impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing, customer value and process management; customer knowledge management; technical systems and data management; managing good and bad customers; and establishing ROI and satisfying the board.

Based on worldwide research into CRM supported by IBM, "Up Close and Personal!" brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.