1: Customer Relationship Management: The Basics -- 1: Customer Management as the Origin of Collaborative Customer Relationship Management -- 2: What Have We Learned so Far? Making CRM Make Money - Technology Alone Won't Create Value -- 2: Collaborative Customer Relationship Management - How to Win in the Market with Joint Forces -- 3: Collaborative Customer Relationship Management (CCRM) -- Case Study: Implementation of Collaborative Customer Relationship Management at Procter & Gamble -- 4: The Integration of Supply Chain Management and Customer Relationship Management -- Case Study: ISCRM - A Study of the Business Benefits Achieved through Integrated Supply and Customer Relationship Management -- 5: The Future of Collaborative Customer Relationship Management: Integrating Demand and Supply Chains -- 3: The Demand Side: Collaborative Customer Relationship and Category Management -- 6: Collaboration in CRM: Potentials and Challenges of an Individualization Based Approach -- 7: Building Customer Loyalty with Collaboration Nets: Four Models of Individualization Based CCRM -- 8: Collaborative Customer Relationship Management from a Market Research Viewpoint -- 9: Category Management: Why Now? -- 4: The Supply Side: Collaborative Planning, Forecasting and Replenishment (CPFR) as a Tool to Support CCRM -- 10: CPFR - Views and Experiences at Procter & Gamble -- 11: How to Scale Your CPFR-Pilot -- 5: What's Next? - Future of Collaborative Customer Relationship Management -- 12: New Ways of Category Management -- 13: Collaborative Category Management on the Internet - Basics to Create and Manage Consumer-Focused Assortments in Online-Shops -- 6: Conclusions and Key Takeaways -- Editors -- Contributing Authors.