CRM at the Speed of Light - 9780071590457

Writing in an accessible style with a sense of humor, Greenberg, a customer relationship marketing (CRM) trainer, details the latest social CRM techniques for attracting and collaborating with customers. This fourth edition demonstrates a major shift in emphasis, from operational issues to a stronger focus on strategic issues, and from emphasis on technical data to more discussion of socioeconomic and business issues. This edition also includes short conversations and longer interviews with innovative figures in the field. In Part I, Greenberg reviews the differences between traditional CRM and the new social CRM. In Part II, he details communication techniques with blogs and podcasts, wikis, social networks, and user communities. He also overviews the mobile devices market, mobile technology, and considerations in mobile enterprise planning. Part III shows CRM in practice, with chapters on the collaborative value chain, new models of sales and marketing, and social CRM in the public sector and politics. Real-life examples are given of companies, networks, and software. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)