CUSTOMER RELATIONSHIP MANAGEMENT INTEGRATING MARKETING STRATEGY AND INFORMATION TECHNOLOGY - ZIKMUND WILLIAM G; MCLEOD, RAYMOND (WILEY)
Keywords: THE NATURE OF CUSTOMER RELATIONSHIP MANAGEMENT. UNDERSTANDING CUSTOMER DIFFERENCES.CONCEPT OF RELATIONSHIP MANAGEMENT . STRATEGIC OPTIONS FOR APPROACHING CUSTOMERS.MARKET SEGMENTATION.INFORMATION TECHNOLOGY AND COLLECTING CUSTOMER DATA. THE CRM DATA WAREHOUSE. WAREHOUSE DATA REPOSITORY . METADATA REPOSITORY CUSTOMER LOYALTY. ATTITUDINAL AND BEHAVIORAL COMPONENTS OF LOYALTY . CUSTOMER RELATION STRATEGIES. WINBACK AND ACQUISITIONS STRATEGIES. . SALES FORCE AUTOMATION AND AUTOMATED CUSTOMER SERVICE CENTERS.THE BASIC OF DATA MINING ,ONLINE ANALYTICAL PROCESSING ,AND INFORMATION PRESENTATION. MEASURING CUSTOMER SATISFACTION AND LOYALTY , ISSUE FOR IMPLEMENTING CRM SYSTEM. POTENTIAL REWARD FROM CRM IMPLEMENTATION