客户与品牌间关系建立

　　Provides a fresh， international perspective on building customer relationships and building brand equityCustomer relationship management （CRM） is one of the hottest topics in strategic branding worldwide， and， as the authors of this groundbreaking book demonstrate， the most innovative CRM techniques are developed at transnational corporations challenged with maintaining relationships with an ethnically very diverse customer base. The first book to provide a truly international perspective on customer relationship management， Romancing the Customer draws on case studies from around the world to describe cutting-edge CRM techniques currently used by many of today's most high-powered global enterprises. Paul Temporal and Martin Trott reveal the strategies behind some of the most successful initiatives of recent years.Paul Temporal， PhD （Singapore）， is Managing Director of Marketing Initiatives Group and a leading international expert on brand creation， development， and management. Martin Trott （Malaysia） is Managing Director of Relationship Marketing International.

　　Dr Paul Temporal is a leading global expert on brand creation， development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments， and is well known for his practical and results-o

Acknowledgments
Preface
1. CRM and Brand Value
2. CRM Explained
BARCLAYS BANK: Getting personal
PaN PACIFIC HOTEL: Reading customers' minds
SMALL BUSINESS SERVICE BUREAU: Pushing power to the point of interaction
BENEFICIAL LIFE INSURANCE COMPANY: Getting a single view of the customer
3. Brand-building Benefits of CRM
MERCEDES-BENZ: Design and launch of the new "M" class off-roader
BRITISH AIRWAYS: Building brand loyalty with CRM
4. Organizing for Brand Management and CRM
SONY (INDIA): Case history
Internal CRM in a retail store
5. Building Brand Value through Customer Profitability
THE CONCOURSE SECURITIES CO.: Understanding your customer base
6. Implementation Strategy
EXABYTE CORPORATION: Faster response to customer orders
TESCO PLC: Building brand leadership with CRM
BOOTS THE CHEMIST: World-class CRM in action
7. Making Your Brand More Customer-focused
EON, MALAYSIA: Brand repositioning in the motor industry
8. Final Steps and Touches
PROVISIONSHOP/NESTLE: Business-to-business CRM
9. New Media: The Challenges for Branding and CRM
CARPHONE WAREHOUSE: Extending the Brand Experience via the Web
FORD UK: Creating a Seamless Brand Experience
ist4me plc: Hi/thch hi/touch Branding on the Internet
SONY (AUSTRALIA): Launching a New Product on the Internet
10. Romancing Your Customer: Are You Ready?
Index