An effective customer relationship management (CRM) strategy can deliver outstanding improvements in profitability, revenue growth and business sustainability. The CRM 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.

Management Pocketbooks publishes pocket-sized books on management skills, self-development, customer care, and all aspects of business and management. These books utilize lots of visual content (charts, diagrams and cartoons) and rely on keywords and bullet-point lists in a manner similar to a great trainers slides. Management Pocketbooks strip away all the superfluous information, the padding, and present just the key facts. It cuts down on reading and saves valuable time.

The visual content helps with understanding and, along with the many acronyms, mnemonics and other 'triggers', aids memory retention and recall. Information that is easily accessible is central to Management Pocketbooks publishing philosophy. Each page has its own subject heading and each chapter has its own graphic identifier or thumb logo. In this way you can get to the specific bit of information you're looking for quickly and easily - ideal for a quick glance just before an important meeting, interview, presentation or telephone call.

Because they are so small, Pocketbooks have the advantage of being very portable. This encourages people to keep their copies close to hand and refer to them regularly - better, surely, than books sitting on a shelf and largely forgotten.

You can use Management Pocketbooks as self-development and learning aids or for training purposes. Written using accelerated learning techniques, the books are ideal for continuing professional development.

This product is a downloadable PDF. By purchasing this product, you are entitled to print one copy for your use. Photocopying and distributing the booklet to others is a violation of the copyright. If you wish to make additional copies of this instrument for use in a classroom or other group setting, you may purchase a reprint licence from this webstore.