Sales Management: Building Customer Relationships and Partnerships [Joe F. Hair, Rolph E. Anderson, Rajiv Mehta, Barry J. Babin] on *FREE*. Sales Management: Building Customer Relationships and Partnerships is designed to cover all of the basic topics in sales management while emphasizing . Read Download Sales Management: Building Customer Relationships and Partnerships |PDF books PDF Free Download Here.

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Gibson Sr. He earned his Ph. His primary research and publication areas are personal selling and sales management, customer relationship management, and customer loyalty.

He is author or co-author of twenty textbooks, including Multivariate Data Analysis, 7th Edition, the most frequently cited text in academic marketing.

In , Dr.

Anderson is a member of the Editorial Boards of five academic journals. Prior to entering academia, Dr.

CRM is based on the premise that companies interact with customers more than one time and in more than one way. Businesses that assume each customer will be contacted one time are less motivated to provide excellent service than are those that assume they will contact customers many times over an extended period.

The extra motivation is based on the likelihood of repeat business. A CRM system should be both high tech and high touch.

The salesperson should use information technology, including CRM-related hardware and software, to serve the customer better? Good customers deserve personal attention.

While technology can help personalize products, regular contact with the customer is necessary to help build the bond that represents true commitment.

The combination of high tech and high touch helps create value for the customer. Sales managers must realize that CRM technology and systems are not a replacement for a true sales process.

Relate customer loyalty to customer lifetime value. True customer loyalty exists when the customer exhibits both high customer share and high customer commitment to the relationship.

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Customer commitment represents the bonding, or affective attachment, between a customer and a sales firm.

Loyalty contributes to customer lifetime value by guaranteeing a larger stream of sales over the lifetime of a relationship.

Commitment, for example, means that the customer will stick with the selling firm even if others are offering similar products for a lower price. Committed customers also work like salespeople in spreading positive word of mouth about the firm. CRM makes sense only when a firm expects to do business with a customer repeatedly over an extended period of time.Building on that work we develop a four-stage CRM process frame work comprised of the following four sub-processes: a customer relationship formation process; a relationship management and governance process; a relational performance evaluation process, and a CRM evolution or enhancement process.

It was only after the advent of mass production in the industrial era and the advent of middlemen that interaction between producers and consumers became less frequent leading to transaction oriented marketing.

With this approach, the company downloads licenses upfront instead of downloading yearly subscriptions from a cloud CRM provider.

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