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Managing Customer Relationships: A Strategic Framework
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  • Wiley

More About This Title Managing Customer Relationships: A Strategic Framework

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DON PEPPERS and MARTHA ROGERS, PhD, are the founding partners of Peppers and Rogers Group, a Carlson Marketing Group Company based in Norwalk, Connecticut (www.1to1.com). They are the coauthors of five bestselling books about one-to-one customer relationships and were named by Business 2.0 magazine as two of the most important business gurus of all time. Peppers was formerly the CEO of a top-20 direct marketing agency, and Rogers is an adjunct professor at The Fuqua School of Business at Duke University, as well as Codirector of the Teradata Center for Customer Relationship Management at Duke University (www.teradataduke.org).
  • English

English

Preface.

PART ONE: PRINCIPLES OF MANAGING CUSTOMER RELATIONSHIPS.

Chapter 1. Evolution of Relationships with Customers.

Chapter 2. Thinking Behind Customer Relationships.

PART TWO: "IDIC" IMPLEMENTATION PROCESS: A MODEL FOR MANAGING CUSTOMER RELATIONSHIPS.

Chapter 3. Customer Relationships: Basic Building Blocks of IDIC. and Trust.

Chapter 4. Identifying Customers.

Chapter 5. Differentiating Customers: Some Customers Are Worth More Than Others.

Chapter 6. Differentiating Customers by Their Needs.

Chapter 7. Interacting with Customers: Customer Collaboration Strategy.

Chapter 8. Using the Tools of Interactivity to Build Learning Relationships.

Chapter 9. Privacy and Customer Feedback.

Chapter 10. Using Mass Customization To Build Learning Relationships.

PART THREE: MEASURING AND MANAGING TO BUILD CUSTOMER VALUE.

Chapter 11. Measuring the Success of Customer-Based Initiatives.

Chapter 12. Customer Analytics and the Customer-Strategy Enterprise.

Chapter 13. Organizin g and Managing the Profitable Customer-Strategy Enterprise.

Chapter 14. Delivery Channel Issues of the Enterprise Focused On Building Customer Value.

Chapter 15. Store of the Future and the Evolution of Retailing.

Appendix: Where Do We Go From Here?

Index.

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