Merhaba,
Dersimizde dönem boyunca sorumlu olacağınız chapter ve
içerikleri aşağıda verilmiştir.
Palme’deki kitapta asağıdaki
chapterlar yer almaktadır.
Midterm 1’de asağıdaki ilk dört chapterdan sorumlu olacağınızı
hatırlatır, başarılar dilerim.
CONTENTS
CHAPTER 1- Making sense of customer relationship management

Introduction

Strategic CRM

Operational CRM

Analytical CRM

Misunderstandings about CRM

What is a relationship?

Why companies want relationships with customers?

Customer satisfaction, loyalty and business performance

But, do customers want relationship with companies?

CRM constituencies

Why do companies implement CRM?

Contexts of CRM

Defining CRM
CHAPTER 2- The CRM value chain

The goal of CRM

The primary stages of the CRM value chain

The supporting conditions of the CRM value chain
CHAPTER 3- Information Technology for CRM

Origins of CRM technology

The CRM marketplace

CRM architecture

CRM applications

Technology fort he CRM value chain
CHAPTER 4- Customer Portfolio Analysis

What is a portfolio?

What is a customer?

Market segmentation

Data minig for market segmentation

Customer portfolio analysis tools

Sales forecasting

Customer portfolio toolkit

Activity based costing

Lifetime value

Strategically significant customers

Customer portfolio strategies
CHAPTER 5- Customer Intimacy

Building a customer database

Data integration

Data warehousing

Data marts

Data minig

Privacy issues
CHAPTER 6- Creating and managing Networks

What is a network?

Principles of network management

Not all relationships are alike

Activity links, resource ties and actor bonds

From dyad to network

Network position

Network management and CRM

The SCOPE af CRM

Supplier relationships

Trends in customer-supplier relationships

Not all customers want relationships with suppliers

Owner/investor relationships

Partner relationships
CHAPTER 7- Creating value for customers

Understanding value

Sources of customer value

Customization

Value from products

Value from service

Value from processes

Value from people

Value from physical evidence

Value from customer communication

Value from channels

Customer experience
CHAPTER 8- Managing the customer lifecycle: customer acquisition

What is a new customer?

Customer value estimates

Prospecting

Key performance indicators of customer acqusition programmes

Using customer data to guide customer acquisition

Making the right offer
CAPTER 9- Managing the customer lifecycle: customer retention and
development

What is customer retention?

Economics of customer retention

Which customers to retain?

Strategies for customer retention

Context makes a difference

Key performance indicators of customer retention programmes

The role of research

Strategies for customer development

Strategies for sacking customers
CHAPTER 10- Organizing for CRM

Strategic goals of CRM

Conventional customer management structures

Network and virtual organizations

Person – to – person contact

Key account management

Team selling