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Collaborative Customer Relationship Management Collaborative Customer Relationship Management Taking CRM to the Next Level Bearbeitet von Alexander H Kracklauer, D. Quinn Mills, Dirk Seifert 1. Auflage 2003. Buch. XI, 276 S. Hardcover ISBN 978 3 540 00227 7 Format (B x L): 15,5 x 23,5 cm Gewicht: 1290 g Wirtschaft > Management > Unternehmensführung Zu Leseprobe schnell und portofrei erhältlich bei Die Online-Fachbuchhandlung beck-shop.de ist spezialisiert auf Fachbücher, insbesondere Recht, Steuern und Wirtschaft. Im Sortiment finden Sie alle Medien (Bücher, Zeitschriften, CDs, eBooks, etc.) aller Verlage. Ergänzt wird das Programm durch Services wie Neuerscheinungsdienst oder Zusammenstellungen von Büchern zu Sonderpreisen. Der Shop führt mehr als 8 Millionen Produkte. Table of Contents Preface of the Editors................................................................................V Part 1: Customer Relationship Management: The Basics ....... 1 Chapter 1: Customer Management as the Origin of Collaborative Customer Relationship Management........................................................................ 3 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert Chapter 2: What Have We Learned so Far? Making CRM Make Money – Technology Alone Won’t Create Value................................................... 7 Eric Almquist, David Bovet, and Carla J. Heaton Part 2: Collaborative Customer Relationship Management – How to Win in the Market with Joint Forces ................................................................... 23 Chapter 3: Collaborative Customer Relationship Management (CCRM)............ 25 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble................................. 46 Alexander H. Kracklauer and Niko Warmbrunn Chapter 4: The Integration of Supply Chain Management and Customer Relationship Management...................................................................... 57 Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, and Michael Barz X Table of Contents Case Study: ISCRM – A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management...................................................................... 70 Scott Hines Chapter 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains ...................... 77 Jim Duffy, Peter Koudal, and Stephen Pratt Part 3: The Demand Side: Collaborative Customer Relationship and Category Management .................. 107 Chapter 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach ...................................................... 109 Christian Schaller, Frank T. Piller, and Ralf Reichwald Chapter 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM................................ 133 Frank T. Piller, Ralf Reichwald , and Christian Schaller Chapter 8: Collaborative Customer Relationship Management from a Market Research Viewpoint................................................................. 155 Matthias Groß and Jens Ohlig Chapter 9: Category Management: Why Now? .................................................... 173 Peter Barrenstein and Stefan Tweraser Table of Contents XI Part 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM......................................................... 181 Chapter 10: CPFR – Views and Experiences at Procter & Gamble...................... 183 Peter Hambuch Chapter 11: How to Scale Your CPFR-Pilot............................................................ 199 Georg Engler Part 5: What’s Next? – The Future of Collaborative Customer Relationship Management ........................ 215 Chapter 12: New Ways of Category Management .................................................. 217 Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, and Steffen Rübke Chapter 13: Collaborative Category Management on the Internet – Basics to Create and Manage Consumer-Focused Assortments in Online- Shops....................................................................................................... 229 Markus Großweischede Part 6: Conclusions and Key Takeaways .............................. 255 Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert Editors .................................................................................................... 261 Contributing Authors ........................................................................... 263 Index....................................................................................................... 269 .
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