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Elective P2
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Professor
Werner J. Reinartz
Office: PMLS OFF 1.03
Tel. 2648
Email:
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Course Assistant
Suzanne Sellier Di Sano
Office: PMLS OSP 1.05
Tel. 4248
E-mail:
suzanne.sellierdisano@insead.edu
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| Course Description:
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The mission of the course is to investigate the antecedents and
consequences of implementing a customer-relationship management
strategy. The course will provide students with insight on:
- What CRM and its conceptual foundations are
- How CRM forces the interaction between corporate strategy, organizational
structure, supply chain, and customer facing front end
- How CRM strategies are implemented, both in B-to-B and in B-to-C
- The role of measuring and managing customer satisfaction, customer
loyalty and customer profitability
- How one uses some of the basic CRM analytic tools.
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| How to Get Started: |
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by reading the Syllabus, in order to get an overview of the course.
The Assignment link explains the major assignments in the course.
The Materials link leads you to all the course activities. |
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©
2004 by Werner Reinartz, INSEAD, Fontainebleau France.
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