Customer Relationship Management : Concept, Strategy, and Tools / by V. Kumar, Werner Reinartz.

By:

Kumar, V [author.]

Contributor(s):

Material type: Text

TextSeries: Springer Texts in Business and EconomicsPublisher: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2018Edition: 3rd ed. 2018Description: 1 online resource (XXV, 411 pages 115 illustrations in color.) 26 cmContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9783662553817

Subject(s):

Additional physical formats: Print version:: Customer relationship management : concept, strategy, and tools; Printed edition:: No title; Printed edition:: No title; Printed edition:: No titleDDC classification:

658.812 23 KUC

Contents:

CRM: Conceptual Foundation: Strategic CRM Today -- Concepts of Customer Value -- Strategic CRM: Strategic CRM -- Implementing the CRM Strategy -- Analytical CRM: Customer Analytics Part I -- Customer Analytics Part II -- Data Mining -- Using Databases -- Operational CRM: Software Tools and Dashboards -- Loyalty Programs: Design and Effectiveness -- Campaign Management -- Impact of CRM on Marketing Channels -- CRM Issues in the Business-To-Business Context -- Customer Privacy Concerns and Privacy Protective Responses -- CRM in Social Media -- Advances in CRM Applications: Applications of CRM in B2B and B2C Scenarios Part II -- Future of CRM.

Summary: 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.

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Holdings
Item type	Current library	Collection	Shelving location	Call number	Status	Date due	Barcode
Book	Central Library, University of Barishal	Department of Marketing	Shelve No 47	658.812 KUC (Browse shelf(Opens below))	Available		17630
Book	Central Library, University of Barishal	Department of Marketing	Shelve No 47	658.812 KUC (Browse shelf(Opens below))	Available		17631

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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.

Description based on publisher-supplied MARC data.

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