Table of Contents

• Part 1: Introduction
• Chapter 1: Customer-Supplier Relationships
• Chapter 2: Customer Relationship Management
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• Part 2: Strategy and Organisation
• Chapter 3: CRM as an integral business strategy
• Chapter 4: The relationship oriented organisation
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• Part 3: Intelligence
• Chapter 5: Customer knowledge strategy
• Chapter 6: Customer data management
• Chapter 7: Data analyses and datamining
• Chapter 8: Segmentation and selections
• Chapter 9: Retention and cross-sell analyses
• Chapter 10: Management reporting: measuring, learning and optimising
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• Part 4: Marketing
• Chapter 11: The customer proposition
• Chapter 12: The relationship policy
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• Part 5: Channels
• Chapter 13: Multi-channel management
• Chapter 14: Personal selling
• Chapter 15: Online environment
• Chapter 16: Contact Centre Management
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• Part 6: CRM Systems and their implementation
• Chapter 17: CRM systems
• Chapter 18: Implementation of CRM systems
• Chapter 19: The future

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The only comprehensive academic text in English to cover the entire scope of CRM is now fully updated to reflect advances and developments in this continually evolving field.