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Customer Relationship Management Concept, Strategy, and Tools

Author: V Kumar; Werner Reinartz
Publisher: Berlin Springer Berlin 2011.
Series: Springer texts in business and economics
Edition/Format:   Print book : English : 2., nd edView all editions and formats
Publication:Customer Relationship Management.
Summary:

This book closely examines the strategic and tactical aspects of customer relationship management as it stands today. Benefiting advanced students and working executives, the book stresses economic  Read more...

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Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: V Kumar; Werner Reinartz
ISBN: 9783642201097 3642201091 9783642201301 364220130X
OCLC Number: 724964931
In: Kumar, V
Description: 330 S.
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.
Series Title: Springer texts in business and economics
Responsibility: V. Kumar ; Werner Reinartz.
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From the reviews of the second edition:"I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it's a must have! The book provides a nice Read more...

 
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