BA6032-CUSTOMER RELATIONSHIP MANAGEMENT (CRM) |
INTRODUCTION
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Definitions Concepts and Context of Relationship Management Evolution Transactional vs
Relationship Approach CRM as a Strategic Marketing Tool CRM Significance to the
Stakeholders.
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UNDERSTANDING CUSTOMERS
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Customer Information Database Customer Profile Analysis Customer Perception, Expectations
Analysis Customer Behaviour in Relationship Perspectives; Individual and Group Customers
Customer Life Time Value Selection of Profitable Customer Segments.
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CRM STRUCTURES
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Elements of CRM CRM Process Strategies for Customer Acquisition Retention and Prevention
of Defection Models of CRM CRM Road Map for Business Applications.
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CRM PLANNING AND IMPLEMENTATION
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Strategic CRM Planning Process Implementation Issues CRM Tools Analytical CRM
Operational CRM Call Center Management Role of CRM Managers.
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TRENDS IN CRM
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e-CRM Solutions Data Warehousing Data mining for CRM An Introduction to CRM Software
Packages ORACLE, SAP. |
Text Books
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1. G.Shainesh, Jagdish, N.Sheth, Customer Relationship Management Strategic Perspective,
MacMillan, 2005.
2. Alok Kumar et al, Customer Relationship Management : Concepts and Applications,
Biztantra, 2008
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Reference Books
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1. H.Peeru Mohamed and A.Sahadevan, Customer Relation Management, Vikas Publishing
2005.
2. Jim Catheart, The Eight Competencies of Relationship selling, Macmillan India, 2005.
3. Assel Henry, Consumer Behaviour, Cengage Learning, 6th Edition. 2006.
4. Kumar, Customer Relationship Management A Database Approach, Wiley India, 2007.
5. Francis Buttle, Customer Relationship Management : Concepts & Tools,
Elsevier, 2004.
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