Topics
Course Overview
Understand the drivers that shifted product-centric to customer-centric marketing
Understand the value and importance of CRM for Business and Customers
Understand different facets of CRM and CRM activities
The IDIC Framework
Readings
Peppers & Rogers Group (2001): A CRM Blueprint: Maximizing ROI from your Customer-Based Strategy – Insight Report
Grant and Schlesinger (1995): Realize your Customer’s Full Profit Potential, Harvard Business Review, Sept-Oct, p. 59-72.
Winer, R. S. (2001): A Framework for Customer Relationship Management, CaliforniaManagement Review, Vol. 43, Issue 4, p. 89-105.
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