Customer Relationship Management A Databased Approach

ISBN-10: 0471271330

ISBN-13: 9780471271338

Edition: 2006

List price: $96.95
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Description:

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.
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Book details

List price: $96.95
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/13/2005
Binding: Paperback
Pages: 352
Size: 8.25" wide x 10.00" long x 0.75" tall
Weight: 1.606
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
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