Page 51 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes 6. How many components are there in CRM and what explain them?
7. What are positioning and product concepts?
8. What is marketing research?
9. How is the strategies made for product identity enhancement?

10. Write short note on CSV.

Answers: Self Assessment

1. Functional 2. Three
3. All 4. Analytical CRM
5. Collaborative CRM 6. Value

7. Four 8. Existing product & existing customer
9. New product & new customer 10. Value in business markets
11. Value creation 12. Innovation
13. Value creation innovation 14. Three
15. Harvard business review

2.7 Further Readings

Books Alex Berson, Stephen Smith, Kurt Thearling, Building Data Mining Applications,
2004
Anderson, Paul and Art Rosenberg. The Executive's Guide to Customer Relationship
Management. Doyle Publishing Company, Houston, 2000
CGI Group Inc. White Paper, Building Competitive Advantages through Customer
Relationship Management, January 2001
Customer Relationship Management: A Strategic Perspective - G Shainesh, Jagdish
N Sheth

Mohammed H. Peeru and ASagadevan, Customer Relationship Management, Vikas
Publishing House, 2004, Delhi.
Paul Greenberge, CRM-Essential Customer Strategies for the 21st Century, Tata
McGraw Hill, 2005
William, G. Zikmund, Raymund McLeod Jr., Faye W. Gilbert, Customer
Relationships Management, Wiley, 2003.

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