Up Close and Personal? - GAMBLE, Paul / STONE, Merlin / WOODCOCK, Neil / FOSS, Bryan
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CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing.
The book explores in depth a variety of issues including:
- strategies, policies and plans; - measuring the impact; -…mehr

Produktbeschreibung
CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing.

The book explores in depth a variety of issues including:
- strategies, policies and plans; - measuring the impact; - segmentation; - the implementation programme; - customer loyalty and continuity; - transparent marketing, customer value and process management; - customer knowledge management; - technical systems and data management; - managing good and bad customers; and; - establishing ROI and satisfying the board. Based on worldwide research into CRM supported by IBM, Up Close & Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.
Autorenporträt
Paul R Gamble was Dean and Director of a graduate business school in a major British university where he is now an Emeritus Professor. He now runs his own consultancy, working in specialist areas of international and relationship marketing, information services strategy and knowledge management. During his career, spanning over 30 years, his marketing books have been translated into several languages and he has published over 150 papers
Merlin Stone

Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd. He is a leading consultant, researcher and lecturer on marketing and customer management, and has published 30 books and hundreds of articles on these subjects.

Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyze strategies and activities. He has co-authored several books, including Customer Relationship Marketing (Kogan Page) and is on the editorial board of the Journal of Customer Relationship Management and the Journal of Database Marketing.

Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business.

Bryan works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM`s business relationship with the Prudential Corporation, world-wide, over a 6 year period. Previous experience in financial services also included a similar period working as IBM`s technical management contact with American Express Card and Travel services, supporting all non-US operations.
Qualifications include an Executive MBA from London City University Business School focused on financial services marketing & CRM, Chartered Marketer and Fellow of the Chartered Institute of Marketing (CFCIM), Post Graduate Diploma in Marketing (DipM), Chartered Engineer (C Eng. Information Systems) & Member of the British Computer Society (MBCS), with Certified Diploma in Accounting and Finance (C Dip AF. Certified Accountancy).

Bryan has represented IBM on the MBA advisory boards of City and Surrey Universities, is IT editor of the Journal of Financial Services Marketing and a co-author of the Policy Publications 'Close to the Customer' executive briefing series & Financial Times CRM report. Bryan contributed the Systems & Data chapter to the previously mentioned book Up close and personal? - CRM@work' and is a frequent presenter at CRM and Financial Services conferences in the UK and elsewhere.