Strategic Customer Management: Integrating Relationship Marketing and CRM

548 Pages·2013·22.238 MB·English

by  Adrian Payne, Pennie Frow

Strategic Customer Management
Relationshipmarketingandcustomerrelationshipmanagement(CRM)canbejointlyutilised
toprovideaclearroadmaptoexcellenceincustomermanagement;thisisthefirsttextbookto
demonstratehowthiscanbedone.Writtenbytwoacclaimedexpertsinthefield,thebook
shows how a holistic approach to managing relationships with customers and other key
stakeholders leadsto increased shareholder value. Taking a practical, step-by-step approach,
theauthorsexplaintheprinciplesofrelationshipmarketing,applythemtothedevelopment
of a CRM strategy and discuss key implementation issues. The book’s 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 best global practice,
makingthisanidealtextforbothstudentsandpractitionerskeentokeepabreastofchangesin
thisfast-movingfield.
Dr Adrian Payne is a Professor of Marketing in the Australian School of Business at the
UniversityofNewSouthWales.
DrPennieFrowisAssociateProfessorofMarketingandDirectoroftheMasterofMarketing
ProgrammeattheUniversityofSydneyBusinessSchool,Australia.
VisittheCompanionWebsiteatwww.cambridge.org/payneandfrow tofindvaluablelearning
materials,including:
Forlecturers
(cid:1) Instructor’sManual,includingrecommendedHarvardBusinessSchoolcasestudies
(cid:1) FullsetofPowerPointslidesthatcanbeadaptedforyourcourse
(cid:1) Abankofmultiplechoicequestionstoteststudentlearning
ForStudents
(cid:1) Linkstousefulsitesontheweb
(cid:1) Samplechapter

‘Adrian Payne and Pennie Frow have written the best guide to understanding customer
relationshipmanagementstrategy.Theyhaveprovidedanexcellentframeworkandillustrate
itwitharichsetofcasesthatbothstudentsandmanagerswouldprofitfromreading.’
Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing,
KelloggSchoolofManagement,NorthwesternUniversity
‘RelationshipMarketingandCRMhaveuntilnowbeentreatedastwoseparateprocesses,even
though all the evidence points to the fact that most CRM systems fail because of a lack of
understanding of customer needs. Adrian Payne and Pennie Frow have brought the two
domains together under a title which makes sense – Strategic Customer Management –
whichfromtheverybeginningshouldhavebeenthewholepurposeofCRM.’
Malcolm McDonald, Emeritus Professor, Cranfield School of Management, Cranfield
University,andChairman,BrandFinancePLC
‘Strategic Customer Management is the most comprehensive treatise on Customer Centric
Marketing. It provides insightful understanding of how to create value for customers and
also for the company. I congratulate Adrian Payne and Pennie Frow for an outstanding
contributiontobothmarketingdisciplineandpractice.’
Jagdish N. Sheth, Charles H. Kellstadt Chair of Marketing, Goizueta Business School,
EmoryUniversity
‘This book is a comprehensive guide to building shareholder value through long-lasting
relationshipswithallkindsofcustomers.’
James Heskett, Baker Foundation Professor Emeritus, Harvard Business School, and
authorofTheCultureCycle
‘Strategic Customer Management takes a thorough, relational approach to the customer. By
integratingrelationshipmarketingwithCRMandaddingaserviceperspectiveonbusiness,it
goesfarbeyondconventionalmarketingbooks.Itprovidesacomprehensiveapproachtohow
afirmcanunderstandandmanagecustomersinthecontemporarycompetitiveenvironment,
wheretraditionalmarketingmodelsareincreasinglylesseffective.’
ChristianGrönroos,ProfessorofServiceandRelationshipMarketing,HankenSchoolof
Economics,Finland
‘AsPeterDruckersays,“Thereisonlyonedefinitionofbusinesspurpose:tocreateacustomer.”
IfyouagreewithDrucker,anddesireacompetitiveadvantage,considerthestrategicfunda-
mentals and execution techniques outlined in Strategic Customer Management: Integrating
RelationshipMarketingandCRM’.
JimGuyette,PresidentandCEORolls-Royce,NorthAmerica

Strategic Customer
Management
Integrating Relationship Marketing and CRM
Adrian Payne
Pennie Frow
CAMBRIDGE UNIVERSITY PRESS
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Informationonthistitle:www.cambridge.org/9781107649224
©AdrianPayneandPennieFrow2013
Thispublicationisincopyright.Subjecttostatutoryexception
andtotheprovisionsofrelevantcollectivelicensingagreements,
noreproductionofanypartmaytakeplacewithoutthewritten
permissionofCambridgeUniversityPress.
Firstpublished2013
PrintedandboundintheUnitedKingdombytheMPGBooksGroup
AcataloguerecordforthispublicationisavailablefromtheBritishLibrary
LibraryofCongressCataloging-in-PublicationData
Payne,Adrian.
Strategiccustomermanagement:integratingrelationshipmarketingandCRM/
AdrianPayne,PennieFrow.
pages cm
Includesbibliographicalreferencesandindex.
ISBN978-1-107-01496-1–ISBN978-1-107-64922-4(pbk.)
1. Customerrelations–Management. I. Frow,Pennie. II. Title.
HF5415.5.P395 2013
658.8012–dc23
2012036778
ISBN978-1-107-01496-1Hardback
ISBN978-1-107-64922-4Paperback
Additionalresourcesforthispublicationatwww.cambridge.org/payneandfrow
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