Customer Relationship Management

Description

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. Front Matter ....Pages I-XXV Front Matter ....Pages 1-1 Strategic CRM Today (V. Kumar, Werner Reinartz)....Pages 3-16 Concepts of Customer Value (V. Kumar, Werner Reinartz)....Pages 17-29 Front Matter ....Pages 31-31 Strategic CRM (V. Kumar, Werner Reinartz)....Pages 33-48 Implementing the CRM Strategy (V. Kumar, Werner Reinartz)....Pages 49-76 Front Matter ....Pages 77-77 Customer Analytics Part I (V. Kumar, Werner Reinartz)....Pages 79-99 Customer Analytics Part II (V. Kumar, Werner Reinartz)....Pages 101-134 Data Mining (V. Kumar, Werner Reinartz)....Pages 135-155 Using Databases (V. Kumar, Werner Reinartz)....Pages 157-167 Front Matter ....Pages 169-169 Software Tools and Dashboards (V. Kumar, Werner Reinartz)....Pages 171-178 Loyalty Programs: Design and Effectiveness (V. Kumar, Werner Reinartz)....Pages 179-205 Campaign Management (V. Kumar, Werner Reinartz)....Pages 207-235 Impact of CRM on Marketing Channels (V. Kumar, Werner Reinartz)....Pages 237-264 CRM Issues in the Business-To-Business Context (V. Kumar, Werner Reinartz)....Pages 265-283 Customer Privacy Concerns and Privacy Protective Responses (V. Kumar, Werner Reinartz)....Pages 285-309 CRM in Social Media (V. Kumar, Werner Reinartz)....Pages 311-326 Front Matter ....Pages 327-327 Applications of CRM in B2B and B2C Scenarios Part I (V. Kumar, Werner Reinartz)....Pages 329-362 Applications of CRM in B2B and B2C Scenarios Part II (V. Kumar, Werner Reinartz)....Pages 363-384 Future of CRM (V. Kumar, Werner Reinartz)....Pages 385-404 Back Matter ....Pages 405-411