(An Imprint of Laxmi Publications Pvt. Ltd.)

CUSTOMER RELATIONSHIP MANAGEMENT A STRATEGIC PERSPECTIVE G SHAINESH JAGDISH N SHETH

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CUSTOMER RELATIONSHIP MANAGEMENT A STRATEGIC PERSPECTIVE ABOUT THE BOOK CRM has evolved from being a mere buzzword in the early 1990s to an inherent element of business strategy in the new millennium. Firms in services, goods and consumer industries as well as business markets are undertaking initiatives to build relationships with their customers and improve marketing productivity as well as organizational profitability. We have adopted a strategic perspective and a managerial orientation to explore the concepts and applications of CRM across industries. Rapid changes in the business environment involving customers, competition and technology have created new challenges for firms. These challenges will increase the importance of customer relationships for businesses in almost every market. This book explores the foundations of relationship orientation by drawing upon economic as well behavioural concepts. A critique of extant literature and experiences of CRM implementation will help readers appreciate the application of CRM in several industries. The technological aspects of CRM are highlighted through an overview of data mining, the role of contact centres, comparison of some popular CRM products and methodology for selecting a technology-oriented CRM solution. While focusing on the functional aspects of CRM for marketing, sales, service and IT, the importance of an organization-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organizations planning to initiate the CRM journey. Salient features  Strategic perspective of CRM  Managerial orientation  Comprehensive coverage of CRM–Concepts, Applications, Technology Tools and Implementation  Insights through illustrations and case studies of Indian firms  Overview of major CRM products  Framework for implementing CRM ABOUT THE AUTHORS G Shainesh is an Associate Professor at the Indian Institute of Management Bangalore. He has conducted research and teaching assignments at the Curtin University of Technology, Perth and the American University of Armenia, Yerevan. He has been awarded the Citibank Special Research Award (1994) and P D Agarwal TCI Award for Doctoral Research in Management (1995). Dr Shainesh has co-authored an edited book titled Customer Relationship Management Emerging Concepts, Tools and Applications (2000). His papers on services and relationship marketing have been published in the International Marketing Review, Journal of Relationship Marketing, International Journal of Technology Management, Revue Francais du Marketing, Vikalpa, and IIMB Management Review. Jagdish N Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business Schoolat Emory University, Atlanta. He is internationally known for his scholarly contributions in Consumer Behaviour, Relationship Marketing and Competitive Strategy. In 2004, the American Marketing Association (AMA) conferred the Richard D. Irwin Distinguished Marketing Educator Award and the Charles Coolidge Parlin Award on Dr Sheth. In 1989, he received the Outstanding Educator Award from the Academy of Marketing Science, and in 1992, he received the P D Converse Award from the AMA. He has published more than 200 research papers and books in different areas of marketing. His book The Theory of Buyer Behavior (1969), co-authored with John A Howard, is a classic in the field. His recent books include The Rule of Three (2002), Value Space (2001) and Clients for Life (2000).

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