• IK Winning and Influencing Customers: Customer Relationship Manage: 2016 Edition  IK Winning and Influencing Customers: Customer Relationship Manage: 2016 Edition

IK Winning and Influencing Customers: Customer Relationship Manage: 2016 Edition

Product Code : 9789380578958

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IK Winning and Influencing Customers: Customer Relationship Manage: 2016 Edition

Most corporate CEOs in their hearts would be thanking their competitors, as it is the competition that brings about the best in companies. Market share of companies are by far the most prized asset of any company. To keep market share on ever increasing path in the face of tough competition requires continuous uncompromising onslaught on the psyche of the customers, prospective customers of brand fitness to their needs and the Top of the mind recall. The CRM, Customer Relationship Management, which forms the bedrock of the book has been in existence for centuries and yet with severe and chaotic at times, unprincipled competition CRM has become the focus of marketers around the world and it has taken the cecntre-stage in the marketing of most companies. Even the monopoly companies have realized the importance of CRM as they could land up in severe competitive arena if they did not hold their customers firmly by hand with no chance of letting it go. Increase in market share comes mainly by, taking business from competition, selling more to existing buyers, persuading non-buyers to start buying their brand and expanding their geographic coverage of sales. These must include “Customer interaction” and efforts of winning them over. The book covers in great detail these areas with emphasis on the different levels of customers, including the first level customers the Distribution Channel members. The area of customer communications forms a significant part of CRM and therefore, has found the pride of place in the book, including, personal communication, advertising, sales promotion, publicity and Public Relations. CRM has somehow got mixed with unethical practices that certain marketers have been using to pull the customers by unprincipled means. These have, fortunately backfired on these marketers and therefore must be eschewed and the idea has been encapsulated to highlight the pitfalls that surface in such misadventures. Well thought out and class tested selected cases that finds its place in the book, along with the systematic unfolding of the latest “State of the Art” CRM practices make reading the book not only interesting for the readers but also its lucid style, puts it in the top bracket.


What is Business-Customer / Marketing Simplified –at a glance / Locating New Customers / Community as a Stakeholder: prelude to CRM / Winning the Rural Customers / CRM – e CRM-Customer Communications and Advertising / Brand Value for CRM / Public Relations: Building CRM through Stakeholders / Customer Relationship, Value and Behaviour / Ethical Marketing, Reinforcing CRM / Understanding Case Studies.

Audience : students and researches

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Brand / Publisher IK International
Return Policy 30 Days
Book Type Reference Books
Edition 2016
ISBN 9789380578958
Author U.C. Mathur
Language English
Specialization Economics
Subject Management
Pages 336
Binding Paperback


Brand Information

I. K. International Publishing House is recognized as one of the leading and most enduring names in the world of International education and professional STM publishers. They have championed developments in the industry and played an integral role in the evolution of the STM Textbooks, Monographs, edited books & Journals in Subject Areas: Life Sciences, Earth Sciences, Environmental Sciences, Chemistry, Physics, Mathematics, Engineering and Technology, Management, Economics, Finance & Medicine for Students, Researchers and Practitioners.

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