Customer Relationship Management

In today?s world most organisations ask What do we want to achieve with Customer Relationship Management (CRM), and how? The period of hype is over; reality is here and experience helps us grow. The need for a serious CRM approach exists. What should our business strategy be? How do we translate the CRM business strategy into marketing? How do we build our analytical CRM and enable our processes? Which CRM systems are needed and how are we going to implement them? This course addresses, among others, these questions and examines the entire scope of CRM, including strategy, organization, marketing and information technology. Furthermore, after passing this course, the course participants will be able to: ? present relationships as a strategic resource ? chart a managerial approach to strategic relationships ? complete the strategic market relationship cycle ? from strategy to implementation ? focus on close relationships as a benchmark for other types ? present an integrated course of study in relationships strategy and implementation ? act as a reference sources for research in strategic market relationships ? chart the historical development of marketing paradigm and distinguish between transaction oriented and relationship oriented approach ? tackle issues pertaining to buyer-seller relations and the organizational and strategic aspects of CRM ? examine CRM as a domain of database managers ? chart the operational CRM - the work area of channel managers