Table of contents for Collaborative customer relationship management : taking CRM to the next level / Alexander H. Kracklauer, D. Mill Quinn, Dirk Seifert, editors.


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Preface of the Editors................................................................................V
Part 1: Customer Relationship Management: The Basics .......1
Chapter 1:
Customer Management as the Origin of Collaborative Customer Relationship Management ..................3
Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert
Chapter 2:
What Have We Learned so Far? Making CRM Make Money Technology Alone Won't Create Value .............. 7
Eric Almquist, David Bovet, and Carla J. Heaton
Part 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces ...... ...... 23
Chapter 3:
Collaborative Customer Relationship Management (CCRM)............ 25
Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert
Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble ............. 46
Alexander H. Kracklauer and Niko Warmbrunn
Chapter 4:
The Integration of Supply Chain Management and Customer Relationship Management............................... 57
Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, and Michael Barz



Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and
Customer Relationship Management.................................... 70
Scott Hines
Chapter 5:
The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains ...................... 77
Jim Duffy, Peter Koudal, and Stephen Pratt
Part 3: The Demand Side: Collaborative Customer Relationship and Category Management ..................107
Chapter 6:
Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach ............................ 109
Christian Schaller, Frank T. Piller, and Ralf Reichwald
Chapter 7:
Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM ................................ 133
Frank T. Piller, RalfReichwald, and Christian Schaller
Chapter 8:
Collaborative Customer Relationship Management from a Market Research Viewpoint............................... 155
Matthias Grofi and Jens Ohlig
Chapter 9:
Category Management: Why Now? .................................................... 173
Peter Barrenstein and Stefan Tweraser



Part 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool
to Support CCRM......................................................... 181
Chapter 10:
CPFR - Views and Experiences at Procter & Gamble ...................... 183
Peter Hambuch
Chapter 11:
How to Scale Your CPFR-Pilot............................................................ 199
Georg Engler
Part 5: What's Next? - The Future of Collaborative Customer Relationship Management ........................215
Chapter 12:
New Ways of Category Management ................................................. 217
Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, and Steffen Riibke
Chapter 13:
Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused 
Assortments in Online Shops............................................................................. 229
Markus Grofiweischede
Part 6:    Conclusions and Key Takeaways .............................. 255
Alexander H. Kracklauer, D. Quinn Mills, and Dirk Seifert
Editors .................................................................................................... 261
Contributing Authors ................................................... .......... 263
Index  ....................................................................................................... 269





Library of Congress Subject Headings for this publication: Customer relations Management, Delivery of goods Management, Strategic alliances (Business)Business logistics