Analytical CRM Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings /

• Main Author: Wübben, Markus (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2009.
• Subjects: Business.; Marketing.; Business and Management.

The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for...

Table of Contents:

• Fundamentals of Customer Relationship Management
• The Drivers of Cross-Buying Behavior in Non-Contractual Settings
• Stochastic Models for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings
• Support Vector Machines for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings
• Reflections on Developing and Maintaining Customer Relationships in Non-Contractual Settings
• Customer Relationship Management in the 21st Century.