社会客户关系管理：基础、应用、技术-Social Customer Relationship Management: Fundamentals, Applications, Technologies

标题（title）：Social Customer Relationship Management: Fundamentals, Applications, Technologies
社会客户关系管理：基础、应用、技术
作者（author）：Rainer Alt, Olaf Reinhold
出版社（publisher）：Springer International Publishing
大小（size）：5 MB (5621709 bytes)
格式（extension）：pdf
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Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it.
In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.


Table of contents :
Front Matter ....Pages i-xv
Social CRM: Evolution and Building Blocks (Rainer Alt, Olaf Reinhold)....Pages 1-19
Social CRM: Four Case Studies (Rainer Alt, Olaf Reinhold)....Pages 21-55
Social CRM: Tools and Functionalities (Rainer Alt, Olaf Reinhold)....Pages 57-80
Social CRM: Challenges and Perspectives (Rainer Alt, Olaf Reinhold)....Pages 81-102
Learnings for an Integrated Social CRM (Rainer Alt, Olaf Reinhold)....Pages 103-109
Back Matter ....Pages 111-115