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Customer Relationship Management Paperback – 12 May 2005

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Product details

  • Paperback: 450 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (12 May 2005)
  • Language: English
  • ISBN-10: 027368177X
  • ISBN-13: 978-0273681779
  • Product Dimensions: 19 x 2.5 x 24.8 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,028,347 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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From the Back Cover

Back Cover Copy- Ed Peelen Customer Relationship Management

'This book inspired me during the defining process … of our CRM implementation at PricewaterhouseCoopers in the Netherlands. The book kept me on track and prevented me from operational pitfalls. This CRM “bible” provides vision in establishing the backbone of any company’s CRM programme.'  Gerard Struijf, Senior Manager CRM, PricewaterhouseCoopers, The Netherlands

In today’s world, most business organisations ask, 'What do we want to achieve with CRM and how?  What should our business strategy be? How do we translate the CRM business strategy into marketing? '

Many of the problems with CRM arise because the discipline lacks a complete overview.

Want to gain a comprehensive understanding of CRM? Look no further, Ed Peelen’s Customer Relationship Management is the first comprehensive academic text  in English to cover the entire scope of CRM from a marketing management angle. It addresses the strategic, organisational, commercial and technological aspects of CRM. It also discusses buyer-seller relations from a social psychology perspective.

'This book recognises the major shortcomings of existing CRM books ― that is, the focus on the tactical, systems approach to managing customers. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability. This as a consequence means organisational change, something that the book readily acknowledges, and something that has been long overdue!' Dr John Oliver, Senior Lecturer in Marketing, BournemouthUniversity; Visting Scholar in Relationship Marketing, University of the South Pacific, FijiIslands

Geared to MBA students and undergraduate students in the later years of their study, as well as those attending courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management. Students reading this book should have basic knowledge of marketing management.

Visit to access instructor’s resources including an Instructor’s Manual and PowerPoint slides.

'Building long-lasting relationships with customers drives business profitability. Each and every contact with a customer- be it through personal or interactive channels- is a critical success factor in strengthening the relationship. Ed Peelen's book gives a holistic perspective on CRM. A must-have for anyone who is serious about driving profitable customer relationships.' Pauline van Esterik-Plasmeijer PhD, Senior Vice President ABN AMRO Bank N.V.



Ed Peelen is Professor of Direct Marketing at the Center for Supply Chain Management and the Executive Management Development Center at Nyenrode University, The Netherlands.


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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Angus Jenkinson VINE VOICE on 4 Jun. 2009
Format: Paperback Verified Purchase
A good thoughtful and balanced European approach to CRM and a useful antidote for those who want to get away from the American one. It's Dutch, humane, thoughtful, not at all hyped, discursive, and discusses the European market in European English with more access to European thinkers. As an example of the refreshing absence of hype take this remark at the conclusion to the chapter on data mining: "the current experiences with data analysis are still somewhat pathetic. The datamining techniques which have been launched have not yet produced the kinds of results which were originally expected of them, and statistical techniques are laborious, place many demands on the data material and cannot handle all of the issues. On the other hand..."
I looked at this first and was a bit disappointed by the coverage of the new online web 2.0 spaces. Having looked around at others I actually conclude this is probably the best CRM textbook about if recognition of the Internet and description of what to do matters to you, although you will still need a specialist supplementary text.
It's generally well-balanced, covering strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. Like other CRM texts, it is weak on the brand and limited on integration with IMC programmes, but unlike pretty much all the others, it does actually recognise the role of broader marketing communications, and has a good section on direct marketing, even covering production elements of direct mail, which is normally overlooked, with a good checklist of what to look out for.
It has good case studies at the end of every chapter with intelligent questions attached to them.
Diagrams are clear and benefit from one spot colour, as do headings
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