Tài liệu Managing Customer Relationships A Strategic Framework Hardcover Don Peppers (Author), Martha Rogers

Managing Customer Relationships: A Strategic Framework [Hardcover] Don Peppers (Author), Martha Rogers (Author)

Hardcover: 528 pages
Publisher: Wiley; 2 edition (January 11, 2011)
Language: English
Book Description

Publication Date: January 11, 2011 | ISBN-10: 0470423471 | ISBN-13: 978-0470423479 | Edition: 2
MANAGING CUSTOMER RELATIONSHIPS
A Strategic FrameworkPraise for the first edition:
Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies.
—Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia
Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book, they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a must-have for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy.
—Dr. Charlotte Mason, Department Head, Director, and Professor, Department of Marketing and Distribution, Terry College of Business, University of Georgia
Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!
—Roy Barnes, Formerly with Marriott, now President, Blue Space Consulting
This is going to become the how-to book on developing a customer-driven enterprise. The marketplace is so much in need of this road map!
—Mike Henry, Leader for Consumer Insights at Acxiom
Praise for the second edition:
Every company has customers, and that's why every company needs a reference guide like this. Peppers and Rogers are uniquely qualified to provide us with the top textbook on the subject, and the essential tool for the field they helped to create.
—David Reibstein, William Stewart Woodside Professor of Marketing, The Wharton School, University of Pennsylvania





Editorial Reviews

From the Inside Flap

No company can succeed without customers. If you don't have customers, you don't have a business. You have a hobby.
—From Managing Customer Relationships, Second EditionNow fully revised and updated with new examples, case studies, and references with contributing works from industry leaders and academic experts, Managing Customer Relationships is one of the first books designed to develop an understanding of the pedagogy of managing customer relationships. With an emphasis on customer strategies and building customer value, the Second Editionfocuses on marketing accountability and metrics and advanced customer valuation approaches, including Return on Customer. The new edition offers a full discussion of the influence of social networking on customer empowerment and customer relationship management (CRM).
In Managing Customer Relationships, Second Edition, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they coined the term one-to-one marketing, provide the foundational overview of what it takes to keep customers coming back, presenting world-class guidance on:

The technology revolution and the customer revolution
Tools of interactivity and customization to build learning relationships
The importance of privacy and customer feedback
Customer insight, dialogue, and social media
The role of interconnectivity and social networking on building trusting relationships
Essential qualities in a firm's customer relationship leaders
In today's competitive marketplace, managing customer relationships (and CRM) has become critical to a company's profitability and long-term success. To become more customer-focused, skilled managers, IT professionals, and marketing executives must understand how to build profitable relationships with each customer and how to make everyday managerial decisions that increase the value of a company by increasing the value of the customer base.
With contributions from academic and industry leaders, Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, equipping professionals with techniques every company can put to use in sharpening its competitive advantage.


From the Back Cover

Praise for Managing Customer Relationships
A Strategic FrameworkPeppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies.
?Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia
Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a ?must-have? for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy.
?Dr. Charlotte Mason
Associate Professor of Marketing, Kenan-Flagler Business School, University of North Carolina
Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!
?Roy Barnes
Senior VP of Customer Strategy, Marriott Vacation Club International
Every company that has customers has needed a reference guide like this for a long time. Peppers and Rogers are uniquely qualified to provide this essential tool for the field they helped to create.
?Jim Ryan
CEO, Carlson Marketing Group
This is going to become the how-to book on developing a customer driven enterprise. The marketplace is so much in need of this roadmap!
?Mike Henry, President and CEO, Equitec --This text refers to an out of print or unavailable edition of this title.


About the Author

DON PEPPERS is a Founding Partner at Peppers & Rogers Group. He is a former CEO of a top-20 direct marketing agency. He is a globally respected thought leader, futurist, and consultant. He holds a degree in astronautical engineering from the U.S. Air Force Academy and a master's in public affairs from Princeton University's Woodrow Wilson School. His popular blog, Peppers Unplugged, can be found at www.1to1media.com.MARTHA ROGERS is a Founding Partner at Peppers & Rogers Group and is in demand for speaking and thought leadership on six continents. She is also an adjunct professor at the Fuqua School of Business at Duke University. She earned her PhD at University of Tennessee as a Bickel Fellow, and has led multi-year, multimillion-dollar research programs.
PEPPERS and ROGERS have published eight best-selling books and are always working on the next one. Their first book, The One to One Future, was named Book of the Year by Tom Peters and one of the two or three most important business books ever written by George Gendren, then editor of Inc. Their second book, Enterprise One to One, was given a five-star rating by theWall Street Journal. The books appear in nineteen languages. They have also published in Harvard Business Review and other academic publications.

Table of ContentsPreface xi
PART I PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS 1
CHAPTER 1 Evolution of Relationships with Customers 3
CHAPTER 2 The Thinking behind Customer Relationships 37
PART II IDIC IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS 71
CHAPTER 3 Customer Relationships: Basic Building Blocks of IDIC and Trust 73
CHAPTER 4 Identifying Customers 103
CHAPTER 5 Differentiating Customers: Some Customers Are Worth More than Others 121
CHAPTER 6 Differentiating Customers by Their Needs 159
CHAPTER 7 Interacting with Customers: Customer Collaboration Strategy 185
CHAPTER 8 Customer Insight, Dialogue, and Social Media 217
CHAPTER 9 Privacy and Customer Feedback 243
CHAPTER 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships 275
PART III MEASURING AND MANAGING TO BUILD CUSTOMER VALUE 305
CHAPTER 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives 307
CHAPTER 12 Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise 349
CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 1 381
CHAPTER 14 Organizing and Managing the Profitable Customer-Strategy Enterprise: Part 2 409
CHAPTER 15 Where Do We Go from Here? 451
Summary 480
Food for Thought 481
Name Index 483
Term Index 487