Stanley A. Brown
ISBN: 0-471-64409-9
Cloth
376 pages
June 2000

Over the last decade, too many organizations have assumed that their products or services were so superior that customers would purchase and keep coming back for more. But in order to compete effectively in today's marketplace, organizations must be customer-focused, not product-focused. Customer relationship management (CRM) is the way to integrate this customer-facing approach throughout an organization. CRM is not a project, but a business strategy aimed at understanding and anticipating the needs of an organization's current and potential customers. This book shows how CRM at its best links people, process, and technology to optimize an enterprise's revenue and profits, and provide maximum customer satisfaction.