Customer Relationship Management: Concept, Strategy, and Tools

✍ Scribed by V. Kumar, Werner Reinartz (auth.)

• Publisher: Springer-Verlag Berlin Heidelberg
• Year: 2012
• Tongue: English
• Leaves: 398
• Series: Springer Texts in Business and Economics
• Edition: 2
• Category: Library

✦ Synopsis

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 as a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM.

✦ Table of Contents

Front Matter....Pages i-xxxiii
Front Matter....Pages 1-1
Strategic Customer Relationship Management Today....Pages 3-20
Relationship Marketing and the Concept of Customer Value....Pages 21-31
Front Matter....Pages 33-33
Strategic CRM....Pages 35-53
Implementing the CRM Strategy....Pages 55-85
Front Matter....Pages 87-87
Customer Analytics Part I....Pages 89-109
Customer Analytics Part II....Pages 111-141
Data Mining....Pages 143-163
Using Databases....Pages 165-174
Front Matter....Pages 175-175
Software Tools and Dashboards....Pages 177-182
Loyalty Programs: Design and Effectiveness....Pages 183-206
Campaign Management....Pages 207-234
Impact of CRM on Marketing Channels....Pages 235-260
Customer Relationship Management Issues in the Business-To-Business Context....Pages 261-277
Customer Privacy Concerns and Privacy Protective Responses....Pages 279-300
Front Matter....Pages 301-301
Applications of CRM in B2B and B2C Scenarios (Part I)....Pages 303-333
Applications of CRM in B2B and B2C Scenarios (Part II)....Pages 335-355
Future of CRM....Pages 357-372
Back Matter....Pages 373-378

✦ Subjects

Marketing; Management/Business for Professionals