Ashridge

Virtual Learning Resource Centre

The C.R.M. Pocketbook

Pocketbook cover

by David Alexander and Charles Turner

An effective customer relationship management (CRM) strategy can deliver outstanding improvements in profitability, revenue growth and business sustainability. The C.R.M. Pocketbook explains what CRM is and why ever more organisations are embracing it. It looks at the subject from a strategic level and from a practical viewpoint, with advice on how to plan and implement a CRM programme. The contribution to be made by each of the departments within an organisation is also covered, with particular emphasis on marketing and IT services. Authors Alexander and Turner jointly developed and now deliver the popular CRM for Marketers course at the UK's Institute of Direct Marketing.

The C.R.M. Pocketbook – pdf format (0.7MB)