In this book students are introduced to a new strategy methodology, CRM, which is currently being adopted by many organizations in efforts to enhance their competitive advantage. Focus is placed on understanding how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. The authors examine both the business and consumer markets in multiple vertical markets; new technology demonstrations and their impact are also covered.

Professors who wish to teach current best practices in this quickly growing discipline will find that adopting this textbook will enhance their student learning, ensure currency in topics, and ease their burden of preparation. Exercises at the end of each chapter provide a transition from theory to action; with these, the instructor can lead the student in the creation of action plans and their subsequent implementation, measurement and development of a continuous improvement strategy. For instructors, this text leads the way for a truly separate course in customer relationship management. This book is THE source for a comprehensive course in CRM with the appropriate support materials for those teaching the course for the first time. Those who have already taught a course in this area will be appreciative of a cohesive package since current approaches appear to be quite fragmented. Those who have not taught the course before will be encouraged to add the class to their curriculum armed with an all-in-one kit that makes it easy to present a new subject area.