Ch. 1. Putting CRM to Work: The Rise of the Relationship
Ch. 2. Need for a Market-Intelligent Enterprise (MIE)
Ch. 3. Case Study of CRM and Mass Customization: Capital One
Ch. 4. Creating Loyalty: Its Strategic Importance in Your Customer Strategy
Ch. 5. From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care
Ch. 6. Customer Acquisition and CRM: A Financial Services Perspective
Ch. 7. Customer Relationship Management through New Product Development
Ch. 8. Channel Management and Customer Relationship Management
Ch. 9. Embracing the e-Channel
Ch. 10. e-Channel Management: Electronic-Customer Relationship Management
Ch. 11. Customer-Centric Organization in the Automotive Industry - Focus for the 21st Century
Ch. 12. Tools for CRM: The Three Ws of Technology
Ch. 13. Using the Tools: Database Marketing, Data Warehousing and Data Mining
Ch. 14. CRM in the Telecommunication Industry: A Case Study of Swisscom
Ch. 15. Implementing CRM: 20 Steps to Success.
