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xii Contents

Implications for Management 324
Summary 325 • Exercises 326 • Review Questions 326
Discussion Questions 326
! CASE 11.2 Real-World Cases: Zara and the Limited Brands 327
Appendix A 330
Chapter 12 CUSTOMER RELATIONSHIP MANAGEMENT 331

! CASE 12.1 Opening Case:Walt Disney’s CRM Strategy 332
Preview 333
What Is CRM? 334
CRM Evolution 334
CRM Today 336
Types of CRM 337
Customer Relationship Processes 338
CRM Delivery Processes 338
CRM Support Processes 339
CRM Analysis Processes 339
CRM Technology 340
CRM Components 340
CRM Packages and Vendors 342
CRM Architecture 342
On-Demand CRM 343
CRM Life Cycle 345
Implications for Management 347
Summary 348 • Exercises 349 • Review Questions 349
Discussion Questions 349
! CASE 12.2 Real-World Case: Plexipave:A Failed CRM Implementation 349
Index 353