Collaborative Customer Relationship Management
Taking CRM to the Next Level
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Beschreibung
Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.
"Collaborative CRM is the next generation of CRM."
Hasso Plattner, founder and CEO of SAP
Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.
With case studies written by leading experts of top companies (e.g. McKinsey, Procter & Gamble) The reader will learn how to improve his sales, optimize his marketing spendings and his marketing efficiency The editors are from Harvard Business School Includes supplementary material: sn.pub/extras
Autor*in
Alexander H. Kracklauer
Themen in »Collaborative Customer Relationship Management«
CRM Category Management Change Corporate Strategy Costumer Relationship Management Customer Relationship Management Market research Mass Customization Supply Chains business management organizations planning
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From the reviews:
"This is a book that offers much educational benefit to practitioners and academics alike. … Collaborative Customer Relationship Management consists of six parts and 13 chapters, each contributed by experts … . is full of detailed information on customer relationship management and on category management. It is excellent for retail training, including some of the schools with programs in retail management. … is an excellent book for use in large consumer products firms as it has something for everyone engaged in commerce." (Janis Dietz, Journal of Consumer Marketing Vol. 22(2), 2005)
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