: Este libro ofrece una visi�n completa de la gesti�n de relaciones con el cliente (CRM) y su impacto en diversas actividades de marketing. Los autores enfatizan los principios estrat�gicos del marketing centrado en el cliente, que son fundamentales para el �xito de cualquier programa de CRM. Adem�s, proporciona explicaciones claras sobre bases de datos y miner�a de datos, con rigor y relevancia. Es una referencia indispensable para aquellos que buscan cambios transformadores dentro de un enfoque centrado en el cliente m�s eficiente en su estrategia comercial. EAN: 9780471271338 Tipo: Libros Categor�a: Negocios y Econom�a T�tulo: Customer Relationship Management Autor: V. Kumar| Werner Reinartz Editorial: John Wiley & Sons Inc Idioma: en P�ginas: 352 Formato: tapa blanda.

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Bibliographic Details

Title: Customer Relationship Management
Publisher: Wiley
Publication Date: 2005
Language: English
ISBN 10: 0471271330
ISBN 13: 9780471271338
Binding: Soft cover
Condition: Como nuevo

About this title

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.

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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