ISBN: 9780071400367 Publisher: McGraw-Hill ProfessionalYear of publishing: 2002 Format: Hardback
No of Pages: 272 Language: English
While CRM focuses on the relationship between your company and your customer, Demand Driven explains how to work with vendors and suppliers to create a network of customers. With the right strategy, you can turn...Read more
While CRM focuses on the relationship between your company and your customer, Demand Driven explains how to work with vendors and suppliers to create a network of customers. With the right strategy, you can turn your demand chain into a partnership, allowing customers to move freely within multiple marketing channels and marketing partners. This synergy extends a business to its customers, creating quicker response time to customer needs and demands. For example, Microsoft enables indirect relationships with customers by providing partners with salespeople and technology that help train and educate customers - strengthening demand for Microsoft products in the process. Demand Driven explains how to use technology to increase the number of indirect relationships a company has with its customers. Companies are adopting broader, approaches to doing business that rely on "Demand Chain Management", to increase relationships between customers, partners, competitors, and intermediaries, using the Web, and other technology-enabled business processes.
The authors offer a unique six-step process for effective Demand Chain Management that explains how to create an effective customer experience, leveraging partners, building reseller capabilities, installing a chief customer experience officer. This process results in superior return on assets, market share dominance, profitability through customer retention, revenue stability during difficult times, and revenue acceleration in growth periods. Read less
About the author: Chris Thorne Bo Manning
Bo Manning, President & CEO, Pivotal Corporation, a twenty-year veteran of the technology industry, a CRM thought-leader, and former leader of Deloitte... Read more
Bo Manning, President & CEO, Pivotal Corporation, a twenty-year veteran of the technology industry, a CRM thought-leader, and former leader of Deloitte Consulting's 500 million dollar CRM practice. Hometown: Vancouver, BC Bob Runge, Chief Marketing Officer of Pivotal Corporation, is responsible for Pivotal's global corporate marketing, solution marketing, public relations, market planning and strategy. He has also held senior marketing positions at Sybase, Inc. and Oracle Corporation. Hometown: Vancouver, BC Chris Thorne MBA, is a lecturer in Strategic Marketing and e-Commerce Marketing at the Schulich School of Business in Toronto, Canada, one of only eight non-US business schools ranked in the top 50 worldwide by the Wall Street Journal. Hometown: Toronto, Canada Read less