Customer Relationship Management
Concept, Strategy, and Tools
Leveringstid: Sendes innen 7 virkedager
CRM: Conceptual Foundation: Strategic CRM Today.- Concepts of Customer Value.- Strategic CRM: Strategic CRM.- Implementing the CRM Strategy.- Analytical CRM: Customer Analytics Part I.- Customer Analytics Part II.- Data Mining.- Using Databases.- Operational CRM: Software Tools and Dashboards.- Loyalty Programs: Design and Effectiveness.- Campaign Management.- Impact of CRM on Marketing Channels.- CRM Issues in the Business-To-Business Context.- Customer Privacy Concerns and Privacy Protective Responses.- CRM in Social Media.- Advances in CRM Applications: Applications of CRM in B2B and B2C Scenarios Part II.- Future of CRM.
"This is the book that the marketing field has been waiting for. 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 "A very comprehensive textbook on CRM and database analytics and written by a pair of top academic authorities in marketing. What I really liked about this textbook was its student friendly style with lots of real world examples and strong analytics!" - Jagdish N. Sheth, Charles H. Kellstadt, Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA "[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