000			04279cam a22004698i 4500
001			22473873
003			OSt
005			20240813110211.0
006			m |o d |
007			cr_|||||||||||
008			220228s2022 nju o 001 0 eng c
010			_a 2022008653
020			_a9781119815341 _q(epub)
020			_a9781119815358 _q(adobe pdf)
020			_z9781119815334 _q(cloth)
040			_aDLC _beng _cTUPM _erda
042			_apcc
050	0	0	_aHF 5415.5 _bP46 2022
082	0	0	_a658.8/12 _223/eng/20220321
100	1		_aPeppers, Don, _eauthor.
245	1	0	_aManaging customer experience and relationships : _ba strategic framework / _cDon Peppers, Martha Rogers.
250			_aFourth edition.
263			_a2206
264		1	_aHoboken, New Jersey : _bWiley, _c[2022]
300			_axxi, 483 pages : _billustrations ; _c27 cm
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
500			_aIncludes index.
520			_a"This title provides a comprehensive overview of customer relationship management. It emphasizes customer strategies and building customer value. New to this edition are: Customer success management. This is a discipline that has arisen with SaaS businesses like Salesforce, Medallia, Totango, and almost all software these days, which can now be sold from "the cloud." The discipline even has lessons for how to manage remote workers, given the dramatic increase in off-premises work required during Covid19. Better decision-making practices with data. An increasingly important topic for students and professionals because of the immense amounts of data generated by smartphone, IoT, and other technologies. Readers must be able to understand and communicate with statistical analysts without having to resort to advanced equations. They need to know the difference between observational data and interactive data, and they need to be able to detect when data is not being used properly (which is more and more frequent these days). So we need to talk about things such as A/B testing, Goodhart's Law, and even Bayesian analysis, without requiring math. behavioral economics lessons, biases in VOC subjective data, better use of "observational" data, Goodhart's Law, etc. Also, some basic statistical principles that don't require equations -- such as A/B testing ideas, and sequential Bayes Theorem testing, and what that implies for marketing decisions. Marketing issues related to startups. The "customer development" process is integral to startup planning and involves research to probe customer needs. Readers need a background in issues such as "agile" process thinking, which has come to dominate the rapidly changing, more entrepreneurial companies of today, and is a major part of many companies' marketing efforts, which can be treated as "ventures" to be explored and developed. the "customer development" process is integral to startup planning, and involves research to probe customer needs. CRM tools and platforms. These tools and platforms (like Salesforce and others) need to be capable of helping companies "treat different customers differently," and the only way to do this at scale is to use mass-customization principles to digitize the process. The Big Tech threat to privacy, autonomy, competition, etc. Network-effect monopolies? Income inequality? This may be the "last frontier" of the new one-to-one marketing model. Make money by protecting privacy, not threatening it."-- _cProvided by publisher.
588			_aDescription based on print version record and CIP data provided by publisher; resource not viewed.
650		0	_aCustomer relations _xManagement.
650		0	_aConsumers' preferences.
650		0	_aRelationship marketing.
650		0	_aInformation storage and retrieval systems _xMarketing.
700	1		_aRogers, Martha, _d1952- _eauthor.
776	0	8	_iPrint version: _aPeppers, Don. _tManaging customer experience and relationships _bFourth edition. _dHoboken, New Jersey : Wiley, [2022] _z9781119815334 _w(DLC) 2022008652
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c28847 _d28847