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Customer Relationship Management: A Databased Approach By V. Kum
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所在地：NY, 美國
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- Title
- Customer Relationship Management: A Databased Approach
- ISBN
- 9780471271338
- Subject Area
- Business & Economics
- Publication Name
- Customer Relationship Management : a Databased Approach
- Item Length
- 10 in
- Publisher
- Wiley & Sons, Incorporated, John
- Subject
- Marketing / General, Customer Relations, Sales & Selling / General
- Publication Year
- 2005
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.8 in
- Item Width
- 8 in
- Item Weight
- 25.3 Oz
- Number of Pages
- 352 Pages
關於產品
Product Information
CRM that puts the customer (not technology) first! All too often, today's companies focus on the technology of Customer Relationship Management (CRM), and lose sight of its primary goal--profitability. Offering a much-needed customer focus for the field, Kumar and Reinartz emphasize the strategic principles of customer-centric marketing that are at the heart of every successful CRM program. The text offers comprehensive coverage of CRM and its impact on various marketing activities, as well as clear explanations of databases and datamining with rigor and relevance. "This is the book that the marketing field has been waiting for.A Kumar and Reinartz have taken the confusion out of CRM. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. This is the kind of book that belongs in the training of every professional marketer." -- Philip Kotler, Kellogg School of Management "[The authors'] key concern is the management of profitable customer relationships. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation. As such, it provides rigor with relevance..." -- Michael Braekler, Head of Customer Relationship Management, BMW Group Germany "This book provides an insightful roadmap to make your CRM strategy successful. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." -- Jean-Christophe Tellier, CEO Novartis Pharma Belgium
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471271330
ISBN-13
9780471271338
eBay Product ID (ePID)
30536570
Product Key Features
Publication Name
Customer Relationship Management : a Databased Approach
Format
Trade Paperback
Language
English
Subject
Marketing / General, Customer Relations, Sales & Selling / General
Publication Year
2005
Type
Textbook
Subject Area
Business & Economics
Number of Pages
352 Pages
Dimensions
Item Length
10 in
Item Height
0.8 in
Item Width
8 in
Item Weight
25.3 Oz
Additional Product Features
Intended Audience
College Audience
Lc Classification Number
Hf5415.5
Table of Content
Preface. PART I: DATABASE MARKETING STRATEGY. Chapter 1. CRM, Database Marketing, and Customer Value. Chapter 2. CRM Industry Landscape. Chapter 3. Strategic CRM. Chapter 4. Implementing the CRM Strategy. Chapter 5. Introduction to Customer-Based Marketing Metrics. Chapter 6. Customer Value Metrics-Concepts and Practices. PART II: IMPLEMENTATION OF DATABASE MARKETING. Chapter 7. Using Databases. Chapter 8. Designing Loyalty Programs. Chapter 9. Effectiveness of Loyalty Programs. Chapter 10. Data Mining. Chapter 11. Campaign Management. PART III: ADVANCES IN CRM APPLICATIONS. Chapter 12. Applications of Database Marketing in B-to-C and B-to-B Scenarios. Chapter 13. Application of the Customer Value Framework to Marketing Decisions. PART IV: CHANNELS AND CRM. Chapter 14. Impact of CRM on Marketing Channels. Glossary. Index.
Copyright Date
2006
Dewey Decimal
658.8/12/0285574
Dewey Edition
0
Illustrated
Yes
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