© 2004

Collaborative Customer Relationship Management

Taking CRM to the Next Level

  • Alexander H. Kracklauer
  • D. Quinn Mills
  • Dirk Seifert

Table of contents

  1. Front Matter
    Pages I-XI
  2. Customer Relationship Management: The Basics

    1. Front Matter
      Pages 1-1
    2. Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert
      Pages 3-6
  3. Collaborative Customer Relationship Management — How to Win in the Market with Joint Forces

  4. The Demand Side: Collaborative Customer Relationship and Category Management

    1. Front Matter
      Pages 107-107
    2. Christian Schaller, Frank T. Piller, Ralf Reichwald
      Pages 109-132
    3. Frank T. Piller, Ralf Reichwald, Christian Schaller
      Pages 133-154
    4. Peter Barrenstein, Stefan Tweraser
      Pages 173-180
  5. The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM

    1. Front Matter
      Pages 181-181
    2. Georg Engler
      Pages 199-214
  6. What’s Next? — The Future of Collaborative Customer Relationship Management

    1. Front Matter
      Pages 215-215
    2. Alexander H. Kracklauer, D. Quinn Mills, Dirk Seifert, Michael Leyk, Steffen Rübke
      Pages 217-227

About this book


Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.


"Collaborative CRM is the next generation of CRM."

 Hasso Plattner, founder and CEO of SAP 


CRM Category Management Change Corporate Strategy Costumer Relationship Management Customer Relationship Management Market research Marketing Mass Customization Supply Chains business management organizations planning

Editors and affiliations

  • Alexander H. Kracklauer
    • 1
  • D. Quinn Mills
    • 1
  • Dirk Seifert
    • 1
  1. 1.Harvard Business SchoolSoldiers FieldBostonUSA

Bibliographic information

  • Book Title Collaborative Customer Relationship Management
  • Book Subtitle Taking CRM to the Next Level
  • Editors Alexander H. Kracklauer
    D. Quinn Mills
    Dirk Seifert
  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 2004
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Hardcover ISBN 978-3-540-00227-7
  • Softcover ISBN 978-3-642-05529-4
  • eBook ISBN 978-3-540-24710-4
  • Edition Number 1
  • Number of Pages XI, 276
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Topics Marketing
    Operations Management
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences


From the reviews:

"This is a book that offers much educational benefit to practitioners and academics alike. … Collaborative Customer Relationship Management consists of six parts and 13 chapters, each contributed by experts … . is full of detailed information on customer relationship management and on category management. It is excellent for retail training, including some of the schools with programs in retail management. … is an excellent book for use in large consumer products firms as it has something for everyone engaged in commerce." (Janis Dietz, Journal of Consumer Marketing Vol. 22(2), 2005)