Strategic Customer Management Integrating Relationship Marketing and CRM

Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.

Part I. Introduction: 1. Strategic customer management; Part II. Relationship Marketing: 2. Relationship marketing: development and key concepts; Case study 2.1. Myspace – the rise and fall; Case study 2.2. Placemakers – success factors in the building supplies sector; 3. Customer value creation; Case study 3.1. BT (British Telecommunications) – creating new customer value propositions; Case study 3.2. Zurich Financial Services – building value propositions; 4. Building relationships with multiple stakeholders; Case study 4.1. AirAsia spreads its wings; Case study 4.2. The City Car Club, Helsinki – driving sustainable car use; 5. Relationships and technology: digital marketing and social media; Case study 5.1. Hippo in India – using Twitter to manage the supply chain; Case study 5.2. Blendtec – the 'will it blend' viral marketing initiative; Part III. Customer Relationship Management: Key Processes: 6. Strategy development; Case study 6.1. Tesco – the relationship strategy superstar; Case study 6.2. Samsung – from low-cost producer to product leadership; 7. Enterprise value creation; Case study 7.1. Coca-Cola in China – bringing fizz to the Chinese beverages market; Case study 7.2. Sydney Opera House – exploring value creation strategies; 8. Multi-channel integration; Case study 8.1. TNT – creating the perfect customer experience; Case study 8.2. Guinness – delivering the 'Perfect Pint'; 9. Information and technology management; Case study 9.1. Royal Bank of Canada – building client service commitment; Case study 9.2. The DVLA – innovating with CRM in the public sector; 10. Performance assessment; Case study 10.1. Sears – the service profit chain and the Kmart merger; Case study 10.2. The Multinational Software Company – driving results with a metrics dashboard; Part IV. Strategic Customer Management Implementation: 11. Organising for implementation; Annex: the comprehensive CRM audit; Case study 11.1. Nationwide Building Society fulfilling a CRM vision; Case study 11.2. Mercedes-Benz – building strategic customer management capability; Index.

Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the University of New South Wales.
Dr Pennie Frow is Associate Professor of Marketing and Director of the Master of Marketing Programme at the University of Sydney Business School, Australia.