Presents a strategic framework for successful CRM policy. This book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment. It concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.
Aimed at marketing personnel, strategic managers, MBA students and CEO's, this book demonstrates the importance of having a brand which both reflects and is carried by the whole organisation. It explains the UOVP methodology (Unique Organisation Value Proposition) for marketing successfully in today's environment.