CRM Automation » (New Edition)

BARTON GOLDENBERG is President and Founder of ISM, Inc., one of the world's leading CRM consultancies. He is the co-founder and co-chair of the U.S. DCI, Canadian, British, German, and French conferences on CRM. Goldenberg teaches at Wharton and other well known schools, conducts executive seminars throughout the U.S., Europe, and Asia, and consults for many large clients, including ExxonMobil, Lucent Technologies, and Xerox. He is a regular columnist for CRM Magazine, e-Week, Cisco iQ, and Sales & Marketing Management.

The acronym stands for Customer Relationship Management; it refers to client/server technology (aimed at helping internal sales, marketing, and customer service personnel), as well as to Web-based, e-customer systems (where customers access information and services). Author Goldenberg is a consultant and a columnist for CRM Magazine and several other publications. Here he provides how-to information intended to help readers create CRM strategies and select CRM software vendors. Anonymous company profiles help illustrate some right and wrong paths. Appendices on software selection, sources, and vendors, and a 40-page glossary should be helpful in this fast-changing field. Annotation c. Book News, Inc., Portland, OR (booknews.com)