Customer Relationship Management
Course Name:
Customer Relationship Management (MBA851)
Programme:
MBA
Category:
Elective Courses
Credits (L-T-P):
(3-0-0) 3
Content:
Marketing: Evolution and New Paradigms - CRM – Definition and The Basic Concepts. CRM and Services Marketing - Tools For CRM. Key Account Management - CRM and Knowledge Management – Life Time Value of the Customer. Data Mining and Data Warehousing - Real-World Applications. Strategies for Profitable Dialog with Customers- Sales Force Automation- Marketing Automation- Call Centers- BPO And KPO. CRM Implementation and Effectiveness – Banking- Health Care- Insurance- Travel Industries.
References:
Stanley A. Brown , Customer Relationship Management, Wiley,1st Edition,2000.
Paul Greenberg – CRM at the speed of light – Tata Mcgraw Hill, 3rd Edition, 2004.
Jagdish N. Sheth and others, Customer Relationship Management-A strategic Perspective, Macmillan Publishers India, 1st Edition, 2005.
William G. Zikmund and McLeod, Raymond Jr, Customer Relationship Management, Wiley, 2003.
Department:
School of Management
