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Full Product Details

Author:   Michael Gentle
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.60cm , Height: 1.60cm , Length: 23.40cm
Weight:   0.372kg
ISBN:  

9780749438982

ISBN 10:   0749438983
Pages:   240
Publication Date:   03 October 2002
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of print, replaced by POD  
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Table of Contents

Chapter - 00: Introduction; Section - ONE: Building a realistic foundation for CRM; Chapter - 01: Overhyped, overpriced and over here; Chapter - 02: CRM 101 – just the basics please; Section - TWO: Critical success factors for CRM; Chapter - 03: Organizational readiness for CRM; Chapter - 04: A valid business case, with measurable benefits; Chapter - 05: A credible and active executive sponsor; Chapter - 06: A realistic project scope; Chapter - 07: A realistic budget; Chapter - 08: Successfully managing international CRM projects; Chapter - 09: A pilot for proof-of-concept and buy-in; Chapter - 10: Buy-in from sales managers; Section - THREE: Risk factors for CRM; Chapter - 11: Risk factors; Section - FOUR: CRM risk analysis; Chapter - 12: Risk analysis; Section - FIVE: Case studies; Chapter - 13: Case studies

Reviews

Required reading for all operational managers. -- Dr Alain Michael, Head of Worldwide Clinical Safety and Pharmacovigilance, Serono International, Geneva

Required reading for all operational managers. -- Dr Alain Michael, Head of Worldwide Clinical Safety and Pharmacovigilance, Serono International, Geneva Required reading for all operational managers. -- Dr Alain Michael, Head of Worldwide Clinical Safety and Pharmacovigilance, Serono International, Geneva

Author Information

Michael Gentle is an international CRM consultant based in Paris. He has been managing CRM, sales and marketing projects since 1993, from strategy through to delivery, and has witnessed both multi-million-dollar failures and spectacular successes. Michael Gentle has extensive international experience across Europe, the United States, Canada and Asia Pacific, and has worked at major companies such as Apple Computer, GlaxoSmithKline, Cegetel, Worldcom International and the Bank of Tokyo. He has been a regular guest columnist in the computer press for the past 10 years, both in the United States (Computerworld, iSeries NEWS) and in France (01 Informatique). He has a degree in mechanical engineering, with further studies in aerospace and computer science.

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