ENGLISH

Customer Relationship Management: Concept, Strategy, and Tools

By V. Kumar , Werner Reinartz (auth.)

Book information

Publisher
Springer-Verlag Berlin Heidelberg
Year
2012
ISBN
978-3-642-20109-7, 978-3-642-20110-3
DOI
10.1007/978-3-642-20110-3
Language
english
Format
PDF
Filesize
4 MB (4583983 bytes)
Series
Springer Texts in Business and Economics
Edition
2
Pages
379\398
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Marketing; Management/Business for Professionals

Description

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, CRM represents a strategy, a set of tactics, and a technology that have become indispensible in the modern economy. This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of the book is to serve as 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.

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