CUSTOMER RELATIONSHIP MANAGEMENT: A GLOBAL PERSPECTIVE

Book ID/图书代码： 05230010B39613

English Summary/英文概要： "Customer Relationship Management" (CRM) introduces the management philosophy of CRM. This is the first book to explore the benefits to the firm of a globally integrated approach to customer relationship management. The authors contend that the best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally-oriented firm. The book offers both an academic and practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a ’learning by doing’ approach.The book should be required reading for all business executives who desire a customer oriented approach to success, and for all students of business who desire to gain insight into a relationship management approach which will become ever-more important in the years ahead.

Chinese Summary/中文概要： "客户关系管理"(CRM)一书介绍了客户关系管理中的管理哲学。这是首本探究了全球整合性企业通过客户关系管理取得何种收益的书。作者的主张是，想要在全球市场中得到可持续的竞争优势就要依靠良好的理解能力，也就是说，面向全球市场的企业要把客户摆在最好的位置上，让其体会到这是一个长期并且能够盈利的合作关系。这本书从 CRM的理论和实际运用两方面提出了全球框架中客户关系管理的重要性。它把知识管理，综合品质管理，关系营销与向国际活跃企业阐明CRM效益的意图结合起来。作者举出了六个案例，从而让读者在一个“从做中学”的方式中担任起CRM顾问的角色。这本书是所有想要以客户为中心取得成功的企业经营者，以及想要在关系管理方面增长见识的经营管理专业学生的必读物，关系管理方式在今后的一些年里将会变得越来越重要。(兼职翻译-PXD)

Awards/获奖情况：‘The book is well written and contains numerous charts, flow diagrams and statistical tables to illustrate key ideas.One particularly useful feature is the inclusion of six comprehensive case studies of CRM practices.’---Economic Outlook and Business Review

About the Author/作者介绍： Professor Gerhard H. Raab is based at the Transatlantic Institute, University of Applied Sciences, Ludwigshafen, Germany. Professor Riad A. Ajami is based at the Raj Soin College of Business at Wright State University in Dayton, Ohio, USA and Professor Vidyaranya B. Gargeya is based at the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA. G. Jason Goddard is Vice President at Wachovia Corporation, Winston-Salem, North Carolina, USA.
Gerhard H. Raab，德国路德维希港大西洋沿岸国家研究中心，应用科学大学教授。Riad A. Ajami，美国俄亥俄州代顿，莱特州立大学商学院教授。Vidyaranya B. Gargeya，美国格林斯波罗，北卡罗莱纳州大学布莱恩商学院教授。G. Jason Goddard，美国北卡罗莱纳州温斯顿塞勒姆美联银行副总裁。

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