By focusing on the top 20% of customers who normally provide 75-90% of profits it proves the business case and answers concerns about the scale and cost of CRM. It goes beyond the concept of capturing customers and shows you how to captivate them.
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Tony Cram BA MBA FCIM is a Programme Director at Ashridge Management College focusing on developing executive skill in strategic marketing, innovation and relationship marketing. A particular interest is in the dynamics of long term customer relationships. Before joining Ashridge, Tony held a general management position with Manpower. At TSB Bank as Head of Marketing Communications and latterly Director of Marketing Services, he controlled marketing expenditure of £20 million. Prior to that, he spent eight years with Grand Metropolitan at operating company board level. As a Marketing Director he played a key part in the launch of Foster's Draught Lager into the UK. He is a visiting professor at Universitatsseminar der Wirtschaft, Germany, and also teaches regularly at the University of Michigan, USA. He speaks at company and public conferences on competitive marketing, performance measurement and innovation. He is a Fellow of the Chartered Institute of Marketing and was a contributor to the CIM Marketing Managers' Yearbook 1992. His book, The Power of Relationship Marketing was published by Financial Times/Pitman in November 1994, and reprinted February 1996.
TextPublication details: London : Financial Times Prentice Hall, 2001.Description: viii, 261 p. : ill. ; 24 cmISBN: