Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/12377
Title: Customer relation management: a strategic perspective
Authors: Shainesh, G 
Sheth, Jagdish N 
Keywords: Marketing management;Customer Relation Management;CRM
Issue Date: 2006
Publisher: Laxmi Publications
Abstract: 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 organisation-wide initiative for the successful implementation of CRM is underscored through case studies. The book provides a roadmap for organisations planning to initiate the CRM journey.
URI: https://repository.iimb.ac.in/handle/2074/12377
ISBN: 1403928622
9781403928627
Appears in Collections:2000-2009 A

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