ESCP Europe

This book is a guide to defining and implementing Customer Relationship Management (CRM). It shows : the various roles CRM plays in business ; the range of CRM applications and uses, from sales force automation to campaign management to e-CRM and beyond ; the context of some of the popular CRM buzzwords ; the difference between CRM and business intelligence, and why they're symbiotic ; why the customer-relationship failure rate is so hight, and how to avoid becoming another CRM statistic. Case studies.