Though in the early 1990s CRM was very promising, yet its failures made several managers doubt its effectiveness. However, a decade later, there is a huge change in CRM results with success stories and good results. This book will give readers a better understanding of the CRM strategy process and the factors that need to be taken care of to ensure its success. The articles here cover important aspects of CRM and the applications help the reader understand the manner in which CRM can be applied across various industries. Contributors to this book include leading consultancy firms like BCG and CRM experts like Patricia Seybold. This book comprises CRM strategies, applications across several industries such as paper, pharmaceutical, insurance, educational institutions, banking and the entertainment industry. Case studies on the Paper, pharmaceutical, insurance, educational institutions, banking and the entertainment industry also have a significant place in this book. This book is useful to students, teachers and professionals in this field.
CRM: A Strategic Approach
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ABOUT THE AUTHOR Kaushik Mukerjee
Kaushik Mukerjee is a BE (E&TC), MMS (Marketing) and Ph.D (Marketing Management) from University of Pune. He has over 10 years of experience in industry and academics. He has been a visiting faculty member at various management institutes including Symbiosis, Pune. His articles have been published by Indian Management, The Smart Manager, ET Strategic Marketing (published by The Economic Times and IIM Calcutta), Effective Executive and Marketing Mastermind (published by The Icfai University Press), The Economic Times, Sunday Times, Asian Age etc. He is currently a faculty member and head of research and publications group at the Icfai Business School, Pune.
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Bibliographic information
Title
CRM: A Strategic Approach
Author
Edition
1st ed.
Publisher
ISBN
8131404234
Length
244p.
Subjects
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