Customer Relationship Management

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Customer Relationship Management (CRM) is a comprehensive textbook designed to meet the needs of postgraduate management students specializing in marketing. It explains the concepts and application of CRM through numerous examples, exhibits, and cases.

The book is divided into four parts comprising twelve chapters. Part I on CRM Concepts and Processes introduces the subject and establishes the importance of understanding and collaborating with customers. Part II on Analytical CRM discusses database management, data mining, and analysis. Part III on CRM Operations discusses the methods to design loyalty programs and role of marketing channels in CRM. The final part (IV) on CRM: Technology, Implementation and Applications includes discussions, technological developments of CRM, need for its implementation in the services sector and its assessment.

Contents: Part I: Customer Relationship Management: Concepts and Processes. 1. An Introduction to CRM. 2. CRM Integration in an Organization. 3. Customer Loyalty and Retention. 4. CRM Process. Part II: Analytical CRM. 5. Database Management. 6. Data Analysis and Data Mining. Part III: CRM Operations. 7. Customer Loyalty and Retention Management. 8. CRM in Marketing Channels. Part IV: CRM: Technology, Implementation and Applications. 9. Technological Developments in CRM. 10. CRM Implementation. 11. Applications of CRM. 12. Assessment of CRM.

ABOUT THE AUTHOR N H Mullick

N H Mullick, is a Professor in Marketing at Asia Pacific Institute of Management, New Delhi. He has done his Ph.D. In Marketing from Jamia Millia Islamia and an M.B.A. From Aligarh Muslim University. He also has more than 24 years of teaching and industry experience. His ten years experience has been in teaching Sales & Distribution Management & other Marketing subjects at various reputed managment institutes. He has also worked at Senior levels in reputed companies like Orissa and Zenith Computers Limited. He is also active in research, consultancy and has authored numerous research papers and articles published in national and international journals.