Over the past decade the marketing focus in business has changed from a product centered to a clearly customer centered perspective. The solution to this new paradigm for a number of companies, is the implementation of CRM strategy and processes in their sales and marketing department. Nevertheless, approximately two thirds of these investments do not live up to expectations. And one of the major reasons for CRM failure is the missing support through change management strategies during the implementation period. This book is intended to present a practical approach to link these two current issues in business development. Examined is the leverage effect of change management on the implementation of a Customer Relationship Management (CRM) strategy and software, based on a case study of a global company. It can be used as a supporting guideline for companies, students, advisers, consultants and software implementers.

Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.