Includes index.

Is CRM Ashley Judd? -- Defining CRM: Salute to the General -- CRM Definition: The View from Above Still Needs Binoculars -- In the Beginning: CRM's Place in the Business Universe -- Transformation of the Business Ecosystem -- "Every Day Is Mardi Gras and Every Fan's a King." -- Learning from the Best: CRM from Its Leaders -- Okay, Folks, What Did We Learn? -- Whole-Brained CRM: The Real Metaphor -- The META Group Definition circa 2000 -- Whole-Brained CRM -- CRM: The Total Package -- Data-Driven CRM vs. Process-Driven CRM -- The Modules -- Sales Force Automation: Power to the (Sales) People -- Contact Management vs. SFA -- Contact Management: The Good, the Bad--and the Not-at-All Ugly -- SFA: Sales Bourgeois vs. Sales Proletarians -- Focus: Proposal Management Meets Sales Process -- Vendors to Watch -- Rage Against the Machine? -- Enterprise Marketing Management: Finally Getting the Message? -- Enterprise Marketing Management (EMM) -- CCRM = PRM: Not Just a Name Change -- How to Succeed in Business by Really Trying Hard -- ROI Means King in French and Bottom Line in English -- Call Center, CIC, Potato, Po-tah-to: Customer Service Can Be Good--Whatever You Call It -- From Call Center to Customer Interaction Center -- The Agent Can Be Your Friend -- Qui Bono? Benefits and Stories -- Field Service: Not Just Your Maytag Repairman Anymore -- Field Service: Welcome to the 21st Century -- Form Follows Function -- Strategic Considerations -- Strategic Value -- What Could They Possibly Be Thinking? -- Waiting for You.

"International thought leader and CRM guru Paul Greenberg explains how every business - no matter what the industry - can create a true customer-focused environment. He describes how CRM strategy has evolved in recent years - from being data-driven to being process-driven. Instead of just creating a 360-degree view of customer data, businesses should strive to answer questions like: What kind of business workflow do we need to make sure that customer problems are resolved? With what regulations do we have to comply? What do we do to sell a new product to a customer and how do we handle the order? It is a complex interlinked supply, support, and demand chain that involves not just the products and services offered by the company, but also the suppliers, vendors, partners, and employees."--BOOK JACKET.

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