Harvard Business Review on Customer Relationship Management

by C.K. Prahalad, Patrica B. Ramaswamy, Jon R. Katzenbach

This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. Contents include: Co-opting Customer Competence by C.K. Prahalad and Venkatram Ramaswamy; Get Inside the Lives of Your Customers by Patricia B. Seybold; The Old Pillars of New Retailing by Leonard L. Berry; Want to Perfect Your Company's Service?: Use Behavioral Science by Richard B. Chase and Sriram Dasu; Don't Homogenize, Synchronize by Mohanbir Sawhney; Firing Up the Front Line by Jon R. Katzenbach and Jason A. Santamaria; Preventing the Premature Death of Relationship Marketing by Susan Fournier, Susan Dobscha, and David Glen Mick; and See Your Brands Through Your Customers' Eyes by Chris Lederer and Sam Hill.

Genres: Business, Nonfiction, Management

224 pages, Paperback

First published October 31, 2001

About the author

was the Paul and Ruth McCracken Distinguished University Professor of Corporate Strategy at the Stephen M. Ross School of Business in the University of Michigan, USA.

Reviews

[Anastasia Tuple · Rating 4 out of 5]

Very practical advice and tips on building customer loyalty and generating more sales by university professors as well as professionals, based on Business/ Management/ Marketing/ Behavioural theory (depending on the article you are reading). I particularly liked the examples of concrete brands and the analysis of their failed or successful strategies. An engaging read for any consumer, even for the one without a Marketing clue (like me).

[Melanie Ang · Rating 3 out of 5]

Interesting and insightful but would love to see if updated with modern day context as must of the journal articles are old.

[Edikan Udoh · Rating 4 out of 5]

It's not unexpected to come across quality insight from within the gates of Harvard. This collection look like the best they could be, and informs on CRM with as much brilliance as the institution has consistently shown intellectual wealth.