Customer Relationship Management
A Databased Approach
1st Edition
Published on 1. May 2005
Book
Paperback/Softback
352 pages
978-0-471-27133-8 (ISBN)
Description
Customer Relationship Management (CRM) offers the promise of maximized profits for todayâ?(tm)s highly competitive businesses. This innovate 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.
More details
Persons
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.
Content
Preface
SECTION 1: Database Marketing Strategy
Chapter 1. CRM, Database Marketing and Customer Value
Chapter 2. CRM Industry Landscape
Chapter 3. Strategic CRM
Chapter 4. Implementing the CRM Strategy
Chapter 5. Introduction to Customer Based Marketing Metrics
Chapter 6. Customer Value Metrics - Concepts and Practices
SECTION II: Implementation of Database Marketing
Chapter 7. Using databases
Chapter 8. Designing Loyalty Programs
Chapter 9. Effectiveness of Loyalty Programs
Chapter 10. Data Mining
Chapter 11. Campaign Management
SECTION III: Advances in CRM Applications
Chapter 12. Applications of Database Marketing in B-to-C and B-to-B Scenarios
Chapter 13. Application of the Customer Value Framework to Marketing Decisions
SECTION IV: Channels and CRM
Chapter 14. Channels and CRM