Coming soon
Customer Relationship Marketing
• Emphasize on the importance of acquiring customers and retaining them for a life time.
• To provide a conceptual understanding of CRM, its processes, and structure.
• To enable participants to develop analytical approaches, methodologies, tools, and techniques for applying CRM.
Introduction to Customer Relationship Management
Definition and Significance of Customer Relationship Marketing, Customer-supplier relationship, CRM Strategy, Customer Life Time Value, Relationship Life Cycle.
Building Customer Relationship Management
Requisites for Effective Customer Acquisition, Customer Knowledge Management for Effective CRM, Customer Retention Process, Strategies to Prevent Defection and Recover Lapsed Customers.
CRM Process
Introduction to CRM Process, CRM Business Plan, Insight into CRM and e-CRM, Relationship Policy and Loyalty Programmes.
CRM Implementation
CRM framework for Implementation, Implementing CRM Process, Barriers to effective CRM.
Trends and Issues in CRM
CRM in e- business (B2B & B2C), Measuring the Effectiveness of CRM, Factors Influencing the future of CRM.
Text Books:
• Alok Kumar Rai, Customer Relationship Management: Concepts & Cases Prentice Hall 2nd editon, 2013
• Seema Girdhar, Understanding CRM, Excel Book 2013
• G.K. Bhat, Customer Relationship Management , Himalaya Publishing house, 2013
• Alok Kumar, Chabbi Sinha & Rakesh Kumar, Customer Relationship Management: Concepts & Application Biztantra, Delhi, 2007
• H Peeru Mohamed, A Sagadevan, Customer Relationship Management- A Step-by-Step Approach, Vikas Publishing House Pvt. Ltd., Delhi, 2008
Suggested Readings:
• Mark Godson, Relationship Marketing, Oxford University Press, 2013
• Ekta Rastogi, Customer Relationship Management, Excel Books, 2011
• S. Shanmugasundaram, CRM:Modern Trends & Perspectives, Prentice Hall , 2010
• Jill Dyche: The CRM Handbook: A Business Guide to Customer Relationship Management, Pearson Education, 2002.
• Ed Peelen, Customer Relationship Management,, Pearson Education,2005.
• Barnes James G: Secrets of Customer Relationship Management, McGraw Hill, 2001.
• Burnett Ken: The Handbook of Key Customer Relationship Management, Pearson Education, 2001.
• Zikmund G Williams, Mcleod Raymond, Gilbert W Faye, Customer Relationship Management, 2003.
• Jagdeesh N. Sheth, Atul Parvatiyar, G. Shailesh, Relationship Management: Emerging Concepts, Tools, and Applications, Tata Mcgraw-Hill Publishing Company Limited, 2001.
• Jagdish N Sheth: Handbook of Relationship Marketing, Response Books, 2002.
• Paul Greenberg, Customer Relationship Management at the speed of light, Second Edition, Tata McGraw Hill, 2004.
