Today the hottest new area of marketing is Customer Relationship Management (CRM) -- the discipline of identifying, attracting, and retaining a company¹s 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.
eBook - ePub
The Customer Marketing Method
How to Implement and Profit from Customer Relationship Management
- 256 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
The Customer Marketing Method
How to Implement and Profit from Customer Relationship Management
About this book
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Table of contents
- Cover Page
- Title Page
- Copyright Page
- Contents
- Thanksgiving
- Frequently Asked Questions About This Book
- PART ONE:Ā Ā HOW TO PROFIT FROM CUSTOMER RELATIONSHIP MANAGEMENT WITH CUSTOMER MARKETING
- PART TWO:Ā Ā HOW TO IMPLEMENT CRM WITH CUSTOMER MARKETING IN YOUR COMPANY OR BUSINESS UNIT
- PART THREE: CUSTOMER MARKETING AND THE INTERNET
- Epilogue
- Appendixes
- Index
- About the Authors
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Yes, you can access The Customer Marketing Method by Adam Curry,Jay Curry in PDF and/or ePUB format, as well as other popular books in Business & Bookkeeping & Budgets. We have over 1.5 million books available in our catalogue for you to explore.