CRM with SAP Industry Solutions

Foreword: SAP and Industries ... 13

Preface ... 15

1 Why Customer Relationship Management for Industries? ... 17
... 1.1 Customer Relationship Management was not Invented by the Software Industry ... 17
... 1.2 Customer Relationship Management as a Competitive Advantage ... 19
... 1.3 Software Solutions for Customer Relationship Management ... 20
... 1.4 Trends in Customer Relationship Management for Industries ... 25

2 Structuring of Industry Solutions ... 31
... 2.1 Rough Outline of Industries by Type of Business Activity ... 31
... 2.2 Industry Classification by NACE ... 32
... 2.3 Industry Sector Classification for Software Solutions ... 35

3 Software Solutions for Customer Relationship Management in Industries ... 39
... 3.1 Core Requirements ... 39
... 3.2 Industry Requirements of Software Solutions for Customer Relationship Management ... 40
... 3.3 Customer-Related Business Processes with SAP Industry Solutions ... 45
... 3.4 From Industry-Specific to Enterprise-Specific Solutions ... 49
... 3.5 Outlook for the Following Chapters ... 53

4 Manufacturing Industries ... 55
... 4.1 Automotive Industry ... 55
... 4.2High Tech Industry ... 70
... 4.3 Machinery and Plant Engineering and Construction ... 90

5 Process Industries ... 105
... 5.1 Chemical Industry ... 106
... 5.2 Oil and Gas Industry ... 119
... 5.3 Metal, Paper, Building Materials, and Textile Industry ... 131

6 The Pharmaceutical Industry ... 151
... 6.1 Patent Protection and Generic Drugs ... 151
... 6.2 Sales Processes of the Pharmaceutical Industry-Changing Over Time ... 152
... 6.3 Software Solutions for Customer Relationship Management in the Pharmaceutical Industry ... 157
... 6.4 Contracts and Chargeback ... 165
... 6.6 Critical Success Factors for CRM Implementation ... 171

7 Consumer Products Industry ... 175
... 7.1 Manufacturers of Consumer Products ... 175
... 7.2 The Retail Industry ... 192

8 Media and Entertainment Industry ... 211
... 8.1 The Challenge of Digitization ... 212
... 8.2 Subscription Marketing and Ad Sales for Newspaper and Magazine Publishers ... 217
... 8.3 Rights Exploitation ... 219
... 8.4 Future Challenges for the Media and Entertainment Sector ... 224
... 8.5 Critical Success Factors for CRM Implementation ... 225

9 Transportation and Logistics Companies ... 229
... 9.1 Airlines ... 229
... 9.2 Logistics Service Providers ... 241

10 Telecommunications and Utilities Industries ... 255
... 10.1 Telecommunications Sector ... 255
... 10.2 Utilities Industry ... 271

11 Professional Services ... 285
... 11.1 Challenges for Professional Services Companies ... 286
... 11.2 Holistic Solution Offering ... 288

12 Financial Service Providers ... 299
... 12.1 Banks ... 299
... 12.2 Leasing and Financing ... 315
... 12.3 Insurance ... 329

13 Public Sector ... 343
... 13.1 Overview of the Public Sector ... 343
... 13.2 E-Government: Customer-Oriented Processes in the Public Sector ... 344
... 13.3 Particular Requirements of E-Government ... 346
... 13.4 E-Government with SAP for Public Sector ... 348

14 Service-Oriented Software Architecture as the Basis for Enterprise-Specific Applications 363

A Literature . 365

B The Authors . 375

Index ... 383