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008 180416s2018 gw |||| o |||| 0|eng
010 _a 2019747257
020 _a9783662553817
024 7 _a10.1007/978-3-662-55381-7
_2doi
035 _a(DE-He213)978-3-662-55381-7
040 _aDLC
_beng
_epn
_erda
_cDLC
072 7 _aBUS018000
_2bisacsh
072 7 _aKJSU
_2bicssc
072 7 _aKJSU
_2thema
082 0 4 _a658.812
_223
_bKUC
100 1 _aKumar, V.
_eauthor.
245 1 0 _aCustomer Relationship Management :
_bConcept, Strategy, and Tools /
_cby V. Kumar, Werner Reinartz.
250 _a3rd ed. 2018.
260 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg :
_c2012.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg :
_bImprint: Springer,
_c2018.
300 _a1 online resource (XXV, 411 pages 115 illustrations in color.)
_c26 cm.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringer Texts in Business and Economics,
_x2192-4333
505 0 _aCRM: 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.
520 _aThis 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.
588 _aDescription based on publisher-supplied MARC data.
650 0 _aBig data.
650 0 _aCustomer relations-Management.
650 0 _aLeadership.
650 1 4 _aCustomer Relationship Management.
650 2 4 _aBig Data/Analytics.
650 2 4 _aBusiness Strategy/Leadership.
650 1 4 _0https://scigraph.springernature.com/ontologies/product-market-codes/513050
650 2 4 _0https://scigraph.springernature.com/ontologies/product-market-codes/522070
650 2 4 _0https://scigraph.springernature.com/ontologies/product-market-codes/515010
700 1 _aReinartz, Werner.
700 1 _eauthor.
776 0 8 _iPrint version:
_tCustomer relationship management : concept, strategy, and tools
_z9783662553800
_w(DLC) 2018935246
776 0 8 _iPrinted edition:
_z9783662553800
776 0 8 _iPrinted edition:
_z9783662553824
776 0 8 _iPrinted edition:
_z9783662585542
830 0 _aSpringer Texts in Business and Economics,
_x2192-4333
906 _a0
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