Customer Relationship Management : concept, strategy, and tools / V. Kumar, Werner Reinartz.
2018
HF5415.5 .K86 2018
Linked e-resources
Linked Resource
Online Access
Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Details
Title
Customer Relationship Management : concept, strategy, and tools / V. Kumar, Werner Reinartz.
Author
Kumar, V., 1957- author.
Edition
Third edition.
ISBN
9783662553817 (electronic book)
3662553813 (electronic book)
3662553813 (electronic book)
Published
Berlin, Germany : Springer, [2018]
Language
English
Description
1 online resource (xxv, 411 pages) : illustrations
Other Standard Identifiers
10.1007/978-3-662-55381-7 doi
Call Number
HF5415.5 .K86 2018
Dewey Decimal Classification
658.812
Summary
This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title "CRM at Work" all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is 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. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain
Note
This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title "CRM at Work" all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is 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. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Source of Description
Online resource; title from digital title page (viewed on July 11, 2019).
Added Author
Reinartz, Werner, author
Series
Springer texts in business and economics.
Available in Other Form
Print version: 9783662553800
Linked Resources
Online Access
Record Appears in
Online Resources > Ebooks
All Resources
All Resources
Table of Contents
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.
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.