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| Overview |
Business worldwide are enhancing shareholder value by shifting from a `share of the market' mindset to the `share of customer' paradigm through relationship management practices. Relationship management helps firms focus on the lifetime value of customers to enhance their relationships with profitable customers. To be successful in the new millennium, firms will need to extend this practice of developing long-term relationships with all their other stakeholders including suppliers, intermediaries, partners, and employees. The conference focuses on the emerging concepts, tools and applications in customer relationship management. Designed to provide a forum for interaction and sharing of knowledge and experiences related to relationship management, it includes papers that deal with any facet of relationship management. Research papers that propose concepts, suggest methods, evaluates various tools for successful implementation of relationship management are included. |
| About the authors |
JAGDISH N Sheth Jagdish N Sheth is the Charles H Kelistadt Professor of Marketing at Emory University. He has published more than 200 books and research papers in different areas of marketing. His book, `The Theory of Buyer Behavior' (1969), with John A Howard, is a classic in the field. He has recently published two scholarly books: Marketing Theory: Evolution and Evaluation, with D M Gardner and D E Garrett (1988); and Consumption Values and Market Choices, with B I Newman and B L Gross (1991). He is on the editorial board of a dozen scholarly journals in marketing, international business and quantitative methods. He is also series editor of Research in Marketing. In 1989, he received the Outstanding Educator Award from the Academy of marketing Science, and in 1992 he received the P D. Converse Award from the American Marketing Association. He is a Fellow of the American Psychological Association and past President of the Association for Consumer Research. Parvatiyar Atul Atul Parvatiyar is President, iCRM and Adjunct Associate professor of marketing at Goizueta Business School, Emory University. He received his MBA and PhD from Banaras Hindu University, India. He has authored a number of articles in the areas of international marketing, business alliances, and environmental marketing. His previous research has been published in the Journal of the Academy of Marketing Science, International Business Review, Research in Marketing and Journal of Business Research. He is co-editorial review board of International Marketing Review and the International Journal of Customer Relationship Management. G Shainesh G Shainesh is an Assistant Professor of Marketing at the Management Development Institute, Gurgaon. He received his Fellow (PhD) from the Indian Institute of Management, Bangalore. In 1995, he received the PD Agarwal TCI Award for Doctoral Research in management and in 1994, he was awarded the Citibank Special Research Award for his research paper on service quality. His research interests are in the areas of relationship management, service management and service quality. He has held managerial positions at Western Coalfields Ltd., Nagpur and Sterling Holiday Resorts International Ltd., Chennai before switching to academics. |
| Table of contents |
Part I: Emerging Concepts in CRM Chapter 1. Conceptual Framework of Customer Relationship Management Chapter 2. CRM: A Research Agenda Chapter 3. Implications of Globalization on Customer Relationship Management Chapter 4. Effective Customer Relation Management Through Customer Knowledge Management Chapter 5. A Generalized Model for the Structure of Business Relationships: A Meta- analysis of Relationship Literature Chapter 6. Regain Management: Issues and Strategies Chapter 7. Winning Markets through Effective Customer Relationship Management Chapter Part II: Technological Tools for CRM Chapter 8. Data Mining for CRM: Some Relevant Issues Chapter 9. Changing Patterns of e-CRM Solutions in the Future Chapter 10. How to Structure a Customer Focused IT Organisation to Support CRM Chapter 11. Framework for Deploying Customer Relationship in Organisation Chapter 12. e-CRM: Deriving Value of Customer Relationship Chapter 13. Review and Comparative Assessment of CRM Solutions for Key Verticals Chapter 14. The Evolution of Relationships in e-Marketing Chapter 15. Implementing a Technology Based CRM Solution Chapter Part III: Implementing CRM Chapter 16. Optimal Allocation Rules for Customer Relationship Management Chapter 17. Measuring the Effectiveness of Relationship Marketing Chapter 18. The Past, Present and Future of CRM Chapter 19. Implementing a Technology Based CRM Solution: The ICICI Experience Chapter 20. Decision Metrics for CRM Solutions Chapter 21. Characteristics of a Good Customer Satisfaction Survey Chapter 22. Contact Management: Give `em What They Want How to Make the Most of your Customer Relationships with a Campaign Management Solution Chapter 23. Building Relationships with Doctors for Effective Marketing: The Case of the Pharmaceutical Industry Chapter 24. Process Reengineering to Enhance Customer Relationships: A Case Study of Kirloskar Oil Engines Limited Chapter 25. Customer Relationship Management in Cement Industry: A Marketing Strategy Perspective Chapter 26. Probing Demand Forecasting in Indian Firms Chapter 27. Organising for Customer Relationship Management Chapter 28. Employee and Customer Management Processes for Profitability: The Case of Hewlett-Packard India Chapter 29. Critical Factors of Corporate Choice of Non-Profit Organisation for Social Contribution Chapter 30. e-CRM: lies, Damn Lies and Statistics Chapter Part IV: Relationship Management in B2B Commerce Chapter 31. Building Customer Loyalty Business-to-Business Commerce Chapter 32. Cross-border B2B Relationships with Intermediaries: Between New and Old Chapter 33. Relationship Marketing for Creating Value in Business Markets Chapter 34. Value and Stability of Cooperative Buyer-Seller Relationships in Industrial Markets: An Empirical Study Chapter 35. The Global Account Manager as Political-Entrepreneur Chapter 36. Valuing Information in Transportation Logistics Chapter 37. Managing Relationships in Supply Chains of the 21st Century Chapter Part V: CRM in Services Chapter 38. Status of Customer Relationship Management in India: A Survey of Service Firms Chapter 39. Impact of the Service Supply-Demand Mismatches on Relationship Intention and Integrity: A Preliminary Model and Findings Chapter 40. Relevance of CRM for Hospital Services Chapter 41. Building Customer Relationships: The Taj Air Caterers Experience Chapter 42. Relationship Management Practices in Hospitality Industry: A Study of Hotels and Restaurants in Calcutta Chapter 43. Customer Relationship Management Lessons from the Hospitality Industry Chapter 44. Relationship Management Programme: The Titan Experience Chapter 45. Customer Relationship management at APTECH Chapter 46. Benefits of Implementing a CRM System in Cellular Telecom Services Chapter 47. Customer Relationship Management in Customer Service: The Titan Experience Chapter 48. Service Plus: A Comparative Study of Indian and US Hotels Chapter Part VI: CRM in Financial Services Chapter 49. Relationship Marketing Strategies and Customer Perceived Service Quality: A Study of Indian Banks Chapter 50. Building Customer Relationships Through Call Centers in Banking and Financial Services Chapter 51. User Satisfaction of Banking Software Products Importance-Performance Mapping Chapter 52. Organizing for Relationship Management: The Case of Banking Industry Chapter 53. Introduction of e-CRM in the Indian Insurance Sector Customer Chapter 54. Strengthening Customer Relationships That Lead Toward Increased Business for CPA Firms Chapter 55. Winning Strategies and Processes for Effective CRM in Banking and Financial Services Chapter Part VII: Abstracts Chapter 56. Building R&D Lab/Industry Relationships: The Case of CSIR, India Chapter 57. Why Web Site Hits don't Translate into Web Sales Implications for Building Relationships Versus Selling on the Web Chapter 58. Seller Influence Tactics (SITs) and Their Impact on Customer Relationships |
