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Customer Relationship Marketing 2ed

by Merlin Stone, Neil Woodcock and Liz Machtynger Kogan Page
Pub Date:
Pbk 160 pages
AU$44.99 NZ$46.08
Product Status: Available in Approx 14 days
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Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.

Why relationship marketing?; models of customer management; the customer's perspective; the company's perspective; quantifying the impact; identifying customer relationship needs; the role of market research; customer retention and loyalty; integrating CRM strategies; processes and procedures; people and performance; CRM technology -today and tomorrow; E-CRM - the e-future; CRM programme planning.

''Always invigorating and challenging, Merlin [Stone] has that rare blend of hard-earned wisdom and clarity of vision that makes his work so significant ... and so effective.'' -- Charles Arthur, Executive Director, Miller Freeman Direct.
Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management. He is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Up Close and Personal - CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications. He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others. Neil Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyse strategies and activities. He has co-authored several books, including Up Close and Personal? and Customer Relationship Marketing (both Kogan Page) and is on the editorial board of the Journal of Customer Relationship Management and the Journal of Database Marketing. Liz Machtynger leads the Customer Management practice for Mummert + Partner, a German Management Consultancy organisation, and works closely with other leading players in the CRM arena to research, develop and implement programmes.