Efnisyfirlit

• Coverpage
• Strategic Customer Management
• Title page
• Copyright page
• Dedication
• Contents
• List of Figures
• Acknowledgements
• Part I Introduction
• 1 Strategic customer management
• Part II Relationship marketing
• 2 Relationship marketing: Development and key concepts
• Case: 2.1 Myspace – The rise and fall
• Case: 2.2 PlaceMakers – success factors in the building supplies sector
• 3 Customer value creation
• Case: 3.1 British Telecommunications (BT) – creating new customer value propositions
• Case: 3.2 Zurich Financial Services – building value propositions
• 4 Building relationships with multiple stakeholders
• Case: 4.1 AirAsia spreads its wings
• Case: 4.2 The City Car Club, Helsinki – driving sustainable car use
• 5 Relationships and technology: Digital marketing and social media
• Case: 5.1 Hippo in India – using Twitter to manage the supply chain
• Case: 5.2 Blendtec – the ‘will it blend’ viral marketing initiative
• Part III Customer relationship management: Key processes
• 6 Strategy development
• Case: 6.1 Tesco – the relationship strategy superstar
• Case: 6.2 Samsung – from low-cost producer to product leadership
• 7 Enterprise value creation
• Case: 7.1 Coca-Cola in China – bringing fizz to the Chinese beverages market
• Case: 7.2 Sydney Opera House – exploring value creation strategies
• 8 Multi-channel integration
• Case: 8.1 TNT – creating the ‘perfect’ customer transaction
• Case: 8.2 Guinness – delivering the ‘Perfect Pint’
• 9 Information and technology management
• Case: 9.1 Royal Bank of Canada – building client service commitment
• Case: 9.2 The DVLA – innovating with CRM in the public sector
• 10 Performance assessment
• Case: 10.1 Sears – the service profit chain and the Kmart merger
• Case: 10.2 The Multinational Software Company – driving results with a metrics dashboard
• Part IV Strategic customer management implementation
• 11 Organising for implementation
• Annex: The comprehensive CRM audit
• Case: 11.1 Nationwide Building Society – fulfilling a CRM vision
• Case: 11.2 Mercedes-Benz – building strategic customer management capability
• Notes
• Index