TY  - BOOK
AU  - Srivastava, Mallika
TI  - Customer relationship management
SN  - 9789325974111
U1  - 658.812 
PY  - 2016///
CY  - New Delhi
PB  - Vikas Publishing House
KW  - Business
KW  - Management
KW  - Customer relations
N1  - Unit-I: Introduction to CRM: 1. Conceptual Foundation of CRM, 2. CRM and Customer Centricity, 3. CRM: A Strategic Approach to Marketing, Unit-2: Principles of Managing Customer Relationship: 4. Strategies to Build Relationship, 5. Customer Acquisition and Retention, 6. Customer Loyalty, 7. Customer Satisfaction, Unit-3: Dynamics in CRM: 8. Strategic CRM in Services, 9. Strategic CRM in B2B Market, 10. Role of People Management in Building Customer Relationships, 11. Customer Experience Management, 12. CRM in Rural Markets, 13. Measuring The Success of CRM-Based Initiatives, Unit-4: Impact of Technology on CRM: 14. Data Mining and CRM, 15. Impact of Technology on CRM, 16. CRM to Social CRM, Unit-5: CRM Implementation Roadmap: 17. Deploying CRM in an Organization, 18. Guarding Against CRM Failures
N2  - With the aim of developing a successful CRM program this book begins with defining CRM and describing the elements of total customer experience, focusing on the front-end organizations that directly touch the customer. The book further discusses dynamics in CRM in services, business market, human resource and rural market. It also discusses the technology aspects of CRM like data mining, technological tools and most importantly social CRM.
The book can serve as a guide for deploying CRM in an organization stating the critical success factors
ER  -