A Marketer's Guide to E-CRM
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A Marketer's Guide to E-CRM: A Strategic, Multi-channel Approach

A Marketer's Guide to E-CRM: A Strategic, Multi-channel Approach


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About the Book

"Marketer's Guide to e-CRM" directly addresses the analyses involved in e-CRM and demystifies the processes, enabling marketers to understand and evaluate e-CRM strategy and its application. The practicalities of e-CRM are often not addressed sufficiently, and marketers are left wondering how to implement successful strategies. Sachiko Scheuing demonstrates the true scope of e-CRM by applying digital technology, such as the web, email, SMS, and database and operational systems, to profitably acquire and nurture a potentially long-lasting relationship with customers. This is primarily achieved through improving customer knowledge for delivering relevant communication and services, and practical guidelines on making optimal use of e-CRM contact channels are provided, such as mass advertisement media including TV, radio, billboards, magazines, and newspapers. Additional coverage is given to point of sale materials, conventional direct mail media, for example the telephone, and to digital media such as email. Written in a succinct and concise style, this highly practical guide is an asset for any practitioner wishing to successfully adopt e-CRM strategies, and secure and maintain effective and rewarding relationships with customers.

Table of Contents:
Background of e-CRM; Mapping out e-CRM; Organising data/information; Developing customer knowledge; Strategy development; Re-shaping the organisation; IT structure; Marketing tactics; On-line strategy; Strategic review and maintenance.

About the Author :
Sachiko Scheuing, PhD, is a consultant at leading Dutch e-CRM consulting company Acxiom Netherlands. Acxiom's purpose is to 'create and deliver customer and information management solutions that enable many of the largest, most respected companies in the world to build great relationships with their customers'. Clients of Acxiom Netherlands include Robeco, Center Parcs, ING Bank, The Red Cross, Pfizer and Thomas Cook.


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Product Details
  • ISBN-13: 9780750665216
  • Publisher: Taylor & Francis Ltd
  • Binding: Paperback
  • Language: English
  • Sub Title: A Strategic, Multi-channel Approach
  • ISBN-10: 0750665211
  • Publisher Date: 12 Nov 2005
  • Height: 234 mm
  • Returnable: N
  • Width: 156 mm


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