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Managing Customer Relationships: A Strategic Framework [Kindle Edition]

Martha Rogers , Don Peppers
4.2 out of 5 stars  See all reviews (13 customer reviews)

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Book Description

MANAGING CUSTOMER RELATIONSHIPS
A Strategic Framework

Praise for the first edition:

"Peppers and Rogers do a beautiful job of integrating actionableframeworks, the thinking of other leaders in the field, and bestpractices from leading-edge companies.
"—Dr. Hugh J. Watson, C. Herman and Mary Virginia TerryChair of Business Administration, Terry College of Business,University of Georgia

"Peppers and Rogers have been the vanguard for the developingfield of customer relationship management, and in this book, theybring their wealth of experience and knowledge into academic focus.This text successfully centers the development of the field and itstheories and methodologies squarely within the broader context ofenterprise competitive theory. It is a must-have for educators ofcustomer relationship management and anyone who considerscustomer-centric marketing the cornerstone of sound corporatestrategy."
—Dr. Charlotte Mason, Department Head, Director, andProfessor, Department of Marketing and Distribution, Terry Collegeof Business, University of Georgia

"Don and Martha have done it again! The useful concepts and richcase studies revealed in Managing Customer Relationshipsremove any excuse for those of us responsible for actuallydelivering one-to-one customer results. This is the ultimate insidescoop!"
—Roy Barnes, Formerly with Marriott, now President, BlueSpace Consulting

"This is going to become the how-to book on developing acustomer-driven enterprise. The marketplace is so much in need ofthis road map!"
—Mike Henry, Leader for Consumer Insights atAcxiom

Praise for the second edition:

"Every company has customers, and that's why every company needsa reference guide like this. Peppers and Rogers are uniquelyqualified to provide us with the top textbook on the subject, andthe essential tool for the field they helped to create."
—David Reibstein, William Stewart Woodside Professor ofMarketing, The Wharton School, University of Pennsylvania



Editorial Reviews

From the Inside Flap

"No company can succeed without customers. If you don't have customers, you don't have a business. You have a hobby."
From Managing Customer Relationships, Second Edition

Now fully revised and updated with new examples, case studies, and references with contributing works from industry leaders and academic experts, Managing Customer Relationships is one of the first books designed to develop an understanding of the pedagogy of managing customer relationships. With an emphasis on customer strategies and building customer value, the Second Edition focuses on marketing accountability and metrics and advanced customer valuation approaches, including Return on Customer. The new edition offers a full discussion of the influence of social networking on customer empowerment and customer relationship management (CRM).

In Managing Customer Relationships, Second Edition, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they coined the term "one-to-one marketing," provide the foundational overview of what it takes to keep customers coming back, presenting world-class guidance on:

  • The technology revolution and the customer revolution

  • Tools of interactivity and customization to build learning relationships

  • The importance of privacy and customer feedback

  • Customer insight, dialogue, and social media

  • The role of interconnectivity and social networking on building trusting relationships

  • Essential qualities in a firm's customer relationship leaders

In today's competitive marketplace, managing customer relationships (and CRM) has become critical to a company's profitability and long-term success. To become more customer-focused, skilled managers, IT professionals, and marketing executives must understand how to build profitable relationships with each customer and how to make everyday managerial decisions that increase the value of a company by increasing the value of the customer base.

With contributions from academic and industry leaders, Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, equipping professionals with techniques every company can put to use in sharpening its competitive advantage.

From the Back Cover

Praise for Managing Customer Relationships
A Strategic Framework

"Peppers and Rogers do a beautiful job of integrating actionable frameworks, the thinking of other leaders in the field, and best practices from leading-edge companies."
?Dr. Hugh J. Watson, C. Herman and Mary Virginia Terry Chair of Business Administration, Terry College of Business, University of Georgia

"Peppers and Rogers have been the vanguard for the developing field of customer relationship management, and in this book they bring their wealth of experience and knowledge into academic focus. This text successfully centers the development of the field and its theories and methodologies squarely within the broader context of enterprise competitive theory. It is a ?must-have? for educators of customer relationship management and anyone who considers customer-centric marketing the cornerstone of sound corporate strategy."
?Dr. Charlotte Mason
Associate Professor of Marketing, Kenan-Flagler Business School, University of North Carolina

"Don and Martha have done it again! The useful concepts and rich case studies revealed in Managing Customer Relationships remove any excuse for those of us responsible for actually delivering one-to-one customer results. This is the ultimate inside scoop!"
?Roy Barnes
Senior VP of Customer Strategy, Marriott Vacation Club International

"Every company that has customers has needed a reference guide like this for a long time. Peppers and Rogers are uniquely qualified to provide this essential tool for the field they helped to create."
?Jim Ryan
CEO, Carlson Marketing Group

"This is going to become the how-to book on developing a customer driven enterprise. The marketplace is so much in need of this roadmap!"
?Mike Henry, President and CEO, Equitec


Product Details

  • File Size: 2568 KB
  • Print Length: 533 pages
  • Publisher: Wiley; 2 edition (December 30, 2010)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004I6DDH4
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #519,272 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images?


Customer Reviews

Most Helpful Customer Reviews
26 of 28 people found the following review helpful
5.0 out of 5 stars Taking One-to-One marketing to the CEO's agenda July 28, 2004
Format:Hardcover
Having just finalised an e-business thesis on Online Personalization, I must say that this book is an impressive source on the strategic level for what is synonymously called CRM, One-to-One marketing, relationship marketing, etc.

What I like about Peppers & Rogers is that they don't pretend to be the only ones to have seen this shift in customer-focused organizations (although they were first-movers in US by coining the term One-to-One in 1993). Peppers & Rogers accept readily that many other people have interesting perspectives to add. Thus, this book includes many contributions from marketing wizards like Philip Kotler, Seth Godin, Bruce Kasanoff, and Patricia Seybold.

The book is the sixth from the authors. If you have read some of the previous publications, you'll already be familiar with their core concepts like the IDIC-model (Identify-Differentiate-Interact-Customize), as well as Learning Relationships and customer Lifetime Value.

I believe that Peppers & Rogers' most important contribution is to change a company's focus from customer acquisition to customer retention. That is: Stop spending all you money getting new customers and start spending more on keeping and growing existing customers. This is where the learning relationships come in. The basic idea of Managing Customer Relationships, the authors concisely describe in plain English:

The Learning Relationships work like this: If you're my customer and I get you to talk to me, and I remember what you tell me, then I get smarter and smarter about you. I know something about you my competitors don't know. So I can do things for you my competitors can't do, because they don't know you as well as I do. Before long, you can get something from me you can't get anywhere else, for any price.
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9 of 10 people found the following review helpful
5.0 out of 5 stars Highly Recommended! August 5, 2004
Format:Hardcover
This very extensive text on customer relationship management leaves nothing unsaid or unexplained. Authors and editors Don Peppers and Martha Rogers tackle the subject with admirable organization, clarity and depth. They define every important term and do not lose the reader in marketing jargon - a rare virtue in a book about marketing. The text, including contributions from other well-known experts in the field, propounds a well-developed theory of customer relationship management (CRM) and sets out numerous examples to illustrate, explain and clarify the theory. Useful as a handbook, textbook or reference manual, the book covers - among many other core subjects - customer identification and differentiation, customer feedback, an analysis of retailing and basic tools for CRM. We highly recommend this book to service-oriented managers and executives. To form profitable relationships with your customers, first get friendly with Peppers and Rogers.
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4 of 5 people found the following review helpful
5.0 out of 5 stars But this book!!! May 13, 2004
Format:Hardcover
If you can only buy one book on CRM, this is it. This comprehensive reference covers CRM methodologies, frameworks, best practices, and case studies all in one easy to read and easy to implement volume. The book is filled with contributions from leading companies, well-known thought leaders in the field, and the best minds in academia. It truly has it all.
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2 of 3 people found the following review helpful
5.0 out of 5 stars The book that was missing September 7, 2004
Format:Hardcover
This book fills in the empty space of academic books in CRM. Most of the publications and articles I've read deal with research on the subject and companies selling their programs. In this book Peppers and Rogers compiled a comprehensive text with theory, research and contributions from other authors that are a valuable tool for the under and graduate level.
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Format:Hardcover|Verified Purchase
As a college student who doesn't care for reading a thick text book this one isn't too bad. The authors make it an easy read and the information is very interesting.
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3 of 5 people found the following review helpful
5.0 out of 5 stars Don and Martha Do It Again! May 24, 2004
Format:Hardcover
Another stellar effort by the pioneers of one-to-one. This book tackles CRM on several different fronts, and includes thoughtful pieces from a range of expert contributors. The book features both tactics and theory, including a helpful history on the emergence of CRM as a major business philosophy and some of the original research behind relationship theory. A hefty reference, and a useful one!
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1 of 2 people found the following review helpful
Format:Hardcover
This book serves more as a reference manual for the theory and ingredients of CRM as a profession. Any marketing executive or consulting professional will find it informative in understanding and providing suggestions as to how to manage the customer relationship with good case study examples as well as examples of how to measure the success of customer-based initiatives (customer equity, acquisition costs, return on customer, lifetime value/drivers, etc.)
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More About the Author

Don Peppers was the oldest of five children raised in a small town in Missouri, and he's always had eclectic interests. He earned a degree in astronautical engineering at the US Air Force Academy and then received a masters in public affairs from Princeton, with a concentration in foreign policy. But he has never worked a day in either of these fields. After serving in the Air Force his first civilian job was as an economist at an oil company, and then he became director of accounting at a regional airline. At the airline he gravitated into the marketing field, and eventually went to work at a series of advertising agencies, where he gained a reputation as a successful "rainmaker," concentrating on winning new clients. He wrote about some of his successful (and unsuccessful) pitches in his book Life's a Pitch: Then You Buy. His collaboration with Martha Rogers, a former advertising professor, began in 1990, and their first book together, The One to One Future, was published 3 years later. Since then they have co-authored eight more books together, the most recent being Extreme Trust: Honesty as a Competitive Advantage.

Don and Martha founded a management consulting firm, Peppers & Rogers Group, which now has consultants and offices on five continents and specializes in helping companies improve their customer-facing processes, from sales and marketing issues to customer service, communications, social media, and employee culture. They like to say their mission is "to make the world safe for customers."


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