Cranfield School of Management

CRANFIELD CENTRE FOR STRATEGIC MARKETING AND SALES

Below are some short downloadable articles on the Forum’s work.

First Direct case
November 2007		 Alex Garrett, Roopalee Dave,
Professor Hugh Wilson, Professor Moira Clark
What makes a great customer experience
January 2007 		Dr Fred Lemke,
Professor Hugh Wilson, Professor Moira Clark
Uncovering the Customer Experience Mystery
June 2008		 Susan Edwards-Aisuebeogun,
Hester Stuart- Menteth, Professor Hugh Wilson
Stage model for multichannel CRM
November 2010		 Professor Hugh Wilson,
Professor Malcolm McDonald, Lindsay Bruce
Silver Service - How companies achieve sales through service in inbound call centres
May 2010		 Dr Christine Bailey, Lindsay Bruce
Immersive Research
ADMAP 2011		 Professor Hugh Wilson, Dr Emma Macdonald
Social Media Marketing
ADMAP 2011		 Professor Hugh Wilson, Dr Emma Macdonald
Charity Marketing
ADMAP 2012		 Fiona Blades, Professor Hugh Wilson,
Dr Emma Macdonald

Further documents for members

Members can access further in-depth help on customer management issues from the case studies and white papers in the Members’ Area. Members please note that you need a password for access to this Members’ Area: please ask your company’s main contact or ask Forum administrator Yvonne Thompson on yvonne.thompson@cranfield.ac.uk or +44(0)1234 751122.


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