Customer Relationship Management Concept, Strategy, and Tools /

• Main Authors: Kumar, V. (Author), Reinartz, Werner (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2012.
• Edition: 2nd ed. 2012.
• Series: Springer Texts in Business and Economics,
• Subjects: Business.; Marketing.; Management.; Business and Management.

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, CR...

Table of Contents:

• Preface
• 1 The Role of CRM
• 2 Relationship Marketing
• 3 Strategic CRM
• 4 Implementing the CM Strategy
• 5 CRM Metrics
• 6 Data Mining
• 7 Using Databases
• 8 Software Tools and Dashboards
• 9 Designing Loyalty Programs
• 10 Campaign Management
• 11 CRM and Multichannel Management
• 12 Customer Management in B2B
• 13 CRM and Consumer Behavior
• 14 Application of CRM in B2B and B2B Scenarios
• 15 The Future of CRM
• Index.