Profiting from eCRM
Making the New Marketing World
By Hugh Wilson & Elizabeth Daniel, with Malcolm McDonald, John Ward &
Frances Sutherland
Financial Times / Pearson Education
September 2001
ISBN: 0-273-65421-7
148 Pages
$210.00 paper original
In the new economy companies must integrate marketing processes throughout the
business and embrace a single-minded focus on customer value. To achieve this,
marketing needs to fully understand and seize the opportunities provided by
IT. This new report from Cranfield School of Management sets out in clear, accessible
terms the essential applications of IT to marketing processes.
It provides techniques for identifying which projects are worth pursuing and
which should be shelved, and introduces a step-by-step process for phasing in
eCRM within your legacy systems. The report draws extensively on interviews
and workshops with practitioners in blue chip companies. Relevant to marketing
managers, web managers and board directors alike, it can help your business
successfully adopt an integrated eCRM system.
Contents include:
A map of the new marketing
A survey of e-marketing applications
Profiting from e-marketing: identifying and achieving benefits
Factors for success in CRM projects
Evolving the organisation towards e-marketing: a stage model
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