The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management Jay Curry

ISBN: 9780684839431

Published: March 27th 2000

Hardcover

256 pages


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The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management  by  Jay Curry

The Customer Marketing Method: How To Implement and Profit from Customer Relationship Management by Jay Curry
March 27th 2000 | Hardcover | PDF, EPUB, FB2, DjVu, audiobook, mp3, ZIP | 256 pages | ISBN: 9780684839431 | 8.17 Mb

Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a companys most valuable customers. Drawing upon more than ten years of testing, tryout, and implementationMoreToday the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a companys most valuable customers.

Drawing upon more than ten years of testing, tryout, and implementation in hundreds of companies, CRM expert Jay Curry, and his Internet-expert son, Adam Curry, have written a clear, step-by-step guide to profiting from this exploding movement, with strategies that are aimed at the small and medium-sized business owners who need them most. Jay Curry explains how CRM can help managers boost profits by implementing a customer-focused strategy.

Using easy-to-understand graphics, he introduces the customer pyramid -- segmented as Top, Big, Medium, and Small -- to help the reader visualize, analyze, and improve customer profitability. Success comes to those who follow this three-step Customer Marketing Strategy: (1) get new customers into your pyramid- (2) move customers higher into your pyramid- (3) keep the customers in the pyramid. Combining practical how-to directives with vital CRM reference information, the book includes a case study, InterTech, that allows readers to see customer-focused strategy in action.The final third of this practical, easy-to-read book is devoted to the Internet.

Here Adam Curry introduces the Permission Pyramid and the e-Customer Marketing Pyramid to explain the nature of virtual customer relationships and how to use them to create, keep, and upgrade customers. This section includes mini-cases and tips to help managers use the Internet to complement current marketing and sales activities and ends with guidelines to test out the new paradigms of e-commerce.Throughout The Customer Marketing Method, the emphasis is always on practical steps to make it happen.

It is essential and timely reading for owners of small and medium-sized businesses as well as managers of small business units within larger firms.



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