Customer Relationship Management

A Database Approach

V. Kumar, Werner Reinhartz

350 pages, parution le 16/09/2005

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Résumé

Customer Relationship Management: A Databased Approach offers the promise of maximized profits for today's highly competitive businesses. This innovative book provides readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships. Kumar first describes how to implement database marketing and then looks at recent advances in CRM applications. Critical marketing issues like optimum resource allocation, purchase sequence, and the link between acquisition, retentions, and profitability are also examined on the basis of empirical findings.

Sommaire

Database Marketing Strategy
- CRM, Database Marketing, and Customer Value
- CRM Industry Landscape
- Strategic CRM
- Implementing the CRM Strategy
- Introduction to Customer-Based Marketing Metrics
- Customer Value Metrics-Concepts and Practices
Implementation of Database Marketing
- Using Databases
- Designing Loyalty Programs
- Effectiveness of Loyalty Programs
- Data Mining
- Campaign Management
Advances in CRM Applications
- Applications of Database Marketing in B-to-C and B-to-B Scenarios
- Application of the Customer Value Framework to Marketing Decisions
Channels and CRM
- Impact of CRM on Marketing Channels

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	V. Kumar, Werner Reinhartz
Parution	16/09/2005
Nb. de pages	350
Format	20 x 25
Couverture	Broché
Poids	640g
Intérieur	Noir et Blanc
EAN13	9780471271338
ISBN13	978-0-471-27133-8