Items related to Customer Relationship Management: A Databased Approach
Synopsis
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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From the Back Cover
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. 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
About the Author
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.
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- PublisherJohn Wiley & Sons Inc
- Publication date2005
- ISBN 10 0471271330
- ISBN 13 9780471271338
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages323
- Rating
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Customer Relationship Management : A Databased Approach
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Wiley & Sons, Incorporated, John, 2005
ISBN 10: 0471271330
ISBN 13: 9780471271338
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Customer Relationship Management: A Databased Approach
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Softcover. Condition: Bon. Ancien livre de bibliothèque. Traces de pliures sur la couverture. Traces d'usure sur la couverture. Salissures sur la tranche. Edition 2005. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Traces of creases on the cover. Signs of wear on the cover. Stains on the edge. Edition 2005. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # C-863-389
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Customer Relationship Management: A Databased Approach
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Softcover. Condition: Bon. Ancien livre de bibliothèque. Traces de pliures sur la couverture. Traces d'usure sur la couverture. Salissures sur la tranche. Edition 2006. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Traces of creases on the cover. Signs of wear on the cover. Stains on the edge. Edition 2006. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # C-863-418
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Customer Relationship Management: A Databased Approach
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