Total Relationship Marketing: Achieving Proper Customer Relevance - Paperback

by John Heinrichs (Author), Jeen Su Lim (Author)

The environmental changes experienced by firms have been drastic and unpredictable. Firms are pursuing ways to be responsive to the changing environment and to engage with their customers. Complicating the situation is the advancement of e-commerce and digital technology and its impact on the way that firms do business. Firms are developing a new marketing paradigm driven by the customer relationship management (CRM) perspective to remain competitive and profitable in the global market and marketspace. This book is about creating total CRM-based relationship marketing programs in a digital age. The intent of this book is to provide meaning, context, and a framework for better utilization of the CRM perspectives for the development and implementation of relationship marketing programs. For many firms, the road to growth, brand loyalty, customer equity, and competitive advantage is a road of ever more demanding excellence. The core requirements for becoming customer-focused is creating and delivering proper customer relevance to drive relationship marketing decisions. The theme of this book is highlighted in three important concepts: exploring marketing's role in the expanding digital era, understanding the total CRM-based relationship marketing approach, and practicing with the evolving customer relationship marketing decisions that are driven by customer value metrics and customer experience management. This book is about how to create powerful and effective marketing programs that set the standard for relationship marketing in the digital era. To illustrate the total CRM-based relationship marketing processes, each chapter includes practical relationship marketing templates for applying the relationship marketing concepts and practices for relationship marketing programs. This book can build an important bridge between the understanding of total CRM perspective and effective implementation of relationship marketing programs.