Strategic Customer Management Integrating Relationship Marketing and CRM

'Adrian Payne and Pennie Frow have written the best guide to understanding customer relationship management strategy. They have provided an excellent framework and illustrate it with a rich set of cases that both students and managers would profit from reading.' Philip Kotler, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Advance praise: 'Adrian Payne and Pennie Frow have written the best guide to understanding customer relationship management strategy. They have provided an excellent framework and illustrate it with a rich set of cases that both students and managers would profit from reading.' Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University Advance praise: 'Relationship Marketing and CRM have until now been treated as two separate processes, 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 - which from the very beginning should have been the whole purpose of CRM.' Malcolm McDonald, Emeritus Professor, Cranfield School of Management, Cranfield University, and Chairman, Brand Finance PLC Advance praise: '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 contribution to both the marketing discipline and practice.' Jagdish N. Sheth, Charles H. Kellstadt Chair of Marketing, Goizueta Business School, Emory University Advance praise: 'This book is a comprehensive guide to building shareholder value through long-lasting relationships with all kinds of customers.' James Heskett, Baker Foundation Professor Emeritus, Harvard Business School, and author of The Culture Cycle Advance praise: 'Strategic Customer Management takes a thorough, relational approach to the customer. By integrating relationship marketing with CRM and adding a service perspective on business, it goes far beyond conventional marketing books. It provides a comprehensive approach to how a firm can understand and manage customers in the contemporary competitive environment, where traditional marketing models are increasingly less effective.' Christian Gronroos, Hanken School of Economics, Finland Advance praise: 'As Peter Drucker says 'There is only one definition of business purpose: to create a customer.' If you agree with Drucker, and desire a competitive advantage, consider the strategic fundamentals and execution techniques outlined in Strategic Customer Management: Integrating Relationship Marketing and CRM.' Jim Guyette, President and CEO Rolls-Royce, North America