CRM Fundamentals

  • Authors
  • Scott Kostojohn
  • Mathew Johnson
  • Brian Paulen

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 1-10
  3. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 11-47
  4. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 49-64
  5. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 65-92
  6. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 93-129
  7. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 131-196
  8. Scott Kostojohn, Mathew Johnson, Brian Paulen
    Pages 197-224
  9. Back Matter
    Pages 225-232

About this book

Introduction

CRM Fundamentals is a critical and comprehensive resource for executives and project leaders tasked with managing customer relationship management (CRM) initiatives. It provides an introduction to CRM and how it delivers value to organizations, and describes the process to build and execute a CRM roadmap successfully—including identifying goals, lining up the right people, planning projects, choosing software packages and consultants, managing the initial CRM implementation, and maintaining and evolving the program over time.  

Written by  senior CRM consultants, CRM Fundamentals includes plenty of detailed, useful advice to help you get the most value from your CRM investments and to avoid common pitfalls associated with CRM.

Bibliographic information