Learn more Shop now Learn more Shop now Shop now Shop now Shop now Learn More Shop now Shop now Learn more Shop Fire Shop Kindle Learn More Shop now Fitbit

Customer reviews

4.0 out of 5 stars
1
4.0 out of 5 stars
5 star
0
4 star
1
3 star
0
2 star
0
1 star
0

There was a problem filtering reviews right now. Please try again later.

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
0Comment| 4 people found this helpful. Was this review helpful to you?YesNoReport abuse


Customers also viewed these items


Need customer service? Click here