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Customer Relationship Management

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ISBN-10: 364220130X

ISBN-13: 9783642201301

Edition: 2nd 2012

Authors: V. Kumar, Werner Reinartz

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Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. The initial technological approach was followed by many disappointing initiatives only to see the maturing of the underlying concepts and applications in recent years. Today, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy.This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve…    
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Book details

Edition: 2nd
Copyright year: 2012
Publisher: Springer
Publication date: 10/10/2012
Binding: Paperback
Pages: 379
Size: 7.00" wide x 10.00" long x 0.75" tall
Weight: 1.540
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.