Customer Relationship Management A Databased Approach

Name: Customer Relationship Management A Databased Approach
Price: 13.04 USD
Availability: InStock
ISBN: 9780471271338

ISBN-10: 0471271330

ISBN-13: 9780471271338

Edition: 2006

Authors: V. Kumar, Werner J. Reinartz, Werner Reinartz

List price: $96.95

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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.

Book details

List price: $96.95
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/13/2005
Binding: Paperback
Pages: 352
Size: 8.01" wide x 9.96" long x 0.76" tall
Weight: 1.364
Language: English

Dr. Kumar received his Bachelors in Engineering and Masters in Industrial Management from the Indian Institute of Technology, and his Ph.D. in Marketing from the University of Texas at Austin. Hi is currently ING Chair Professor and Executive director at the ING Center for Financial Services at the University of Connecticut.



Preface



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


Glossary


Index