Customer Relationship Management

Description

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.

Besides students, the book with its application-oriented approach would also be useful to CRM professionals.

About the author

N.H. Mullick, a PhD in Marketing from Jamia Millia Islamia, New Delhi and an MBA (Marketing) from Aligarh Muslim University, Aligarh, is presently working as an Associate Professor at Jamia Hamdard, New Delhi. He has an experience of 29 years in academia and industry.

In academia, he has been associated with reputed management institutes such as IILM Graduate School of Management, Greater Noida (as Associate Professor–Marketing and Dean–Academics), IILM Institute of Business & Management, Gurgaon (as Associate Professor–Marketing and Dean–Academics), Asia Pacific Institute of Management, New Delhi (as Professor–Marketing and Dean–Academics), and Institute for International Management and Technology (IIMT), Gurgaon (as Professor–Marketing and Director).

He has also been associated with Onida as a Senior Manager. He has developed competitive markets in the country for consumer durables, IT, and communication products through a better CRM approach.
Dr Mullick is an avid researcher and has published a number of research papers in reputed Indian and international journals. He has presented papers in prestigious national and international conferences. He is on the editorial board of International Journal of Marketing Principles & Practices, Canada. He has been a faculty reviewer for first year MBA Marketing core-curriculum courses at Harvard Business School, USA (published by Harvard Business Publishing), article editor for Sage Open Journals, and reviewer for various other Emerald Journals.

Table of 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