Customer relationship management : concept, strategy, and tools

書誌事項

Customer relationship management : concept, strategy, and tools

V. Kumar, Werner Reinartz

(Springer texts in business and economics)

Springer, c2012

2nd ed

  • : softcover

大学図書館所蔵 件 / 16

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

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.

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詳細情報

  • NII書誌ID(NCID)
    BB1071376X
  • ISBN
    • 9783642201097
    • 9783642201301
  • LCCN
    2012940215
  • 出版国コード
    gw
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    Berlin
  • ページ数/冊数
    xxxiii, 378 p.
  • 大きさ
    26 cm
  • 分類
  • 件名
  • 親書誌ID
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