© 2018

Customer Relationship Management

Concept, Strategy, and Tools


  • Comprehensive and state-of-the-art treatment of CRM strategy, concepts, and tools

  • Contains numerous cases and examples, thus making the material highly accessible and applicable

  • Presents the latest developments in metrics, practices, and substantive domains (e.g. CRM in social media)


Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages I-XXV
  2. CRM: Conceptual Foundation

    1. Front Matter
      Pages 1-1
    2. V. Kumar, Werner Reinartz
      Pages 3-16
    3. V. Kumar, Werner Reinartz
      Pages 17-29
  3. Strategic CRM

    1. Front Matter
      Pages 31-31
    2. V. Kumar, Werner Reinartz
      Pages 33-48
    3. V. Kumar, Werner Reinartz
      Pages 49-76
  4. Analytical CRM

    1. Front Matter
      Pages 77-77
    2. V. Kumar, Werner Reinartz
      Pages 79-99
    3. V. Kumar, Werner Reinartz
      Pages 101-134
    4. V. Kumar, Werner Reinartz
      Pages 135-155
    5. V. Kumar, Werner Reinartz
      Pages 157-167
  5. Operational CRM

    1. Front Matter
      Pages 169-169
    2. V. Kumar, Werner Reinartz
      Pages 171-178
    3. V. Kumar, Werner Reinartz
      Pages 179-205
    4. V. Kumar, Werner Reinartz
      Pages 207-235
    5. V. Kumar, Werner Reinartz
      Pages 237-264
    6. V. Kumar, Werner Reinartz
      Pages 265-283
    7. V. Kumar, Werner Reinartz
      Pages 285-309
    8. V. Kumar, Werner Reinartz
      Pages 311-326

About this book


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.


Customer Lifetime Value Customer Loyality Customer Relationship Management Database Marketing Marketing Strategy

Authors and affiliations

  1. 1.J. Mack Robinson College of Business, Center for Excellence in Brand and Customer ManagementGeorgia State UniversityAtlantaUSA
  2. 2.Department of Retailing and Customer ManagementUniversity of CologneCologneGermany

About the authors

Dr. V. Kumar (VK) is the Regents Professor; Richard and Susan Lenny Distinguished Chair & Professor in Marketing; Executive Director, Center for Excellence in Brand and Customer Management, Georgia State University, J. Mack Robinson College of Business.  VK has been recognized with 14 lifetime achievement awards in several areas in Marketing from the American Marketing Association (AMA) and other professional organizations. VK has published over 250 articles, 25 books (translated in multiple languages), and has received over 25 Research and Teaching Excellence Awards. VK has been honored in multiple countries with prestigious awards and fellowships including the Chang Jiang Scholar, HUST, China; Senior Fellow, Indian School of Business, India; and Fellow, Hagler Institute for Advanced Study, Texas A&M University, College Station, Texas.  VK spends his “free” time visiting business leaders to identify challenging problems to solve. VK has worked with several Global Fortune 1000 firms to maximize their profits and publish studies with rigor and relevance.  Finally, VK is chosen as a Legend in Marketing where his work is published in a 10-volume encyclopedia (Sage Publications) with commentaries from scholars worldwide. 

Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany, the Director of the Center for Research in Retailing (IFH), and the coordinator of the research initiative on “Digital Transformation”. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston. His research on marketing strategy, retailing, customer relationship management (CRM), and service strategies has been recognized with some of the most prominent global awards in the marketing field. In addition, his findings are prominently featured in the practitioner literature amongst them five different feature articles in Harvard Business Review. In terms of research productivity, he has been ranked among the top 2.5% of scholars in the world in terms of time - adjusted publication rate in the top four marketing journals. Also, he has been ranked as the #1 scholar outside the US in citations in the top marketing journals. Moreover, he is on the editorial board of multiple top journals. Besides his academic activities, he is a frequent sparring partner for top managers and an experienced marketing strategy management trainer.

Bibliographic information

  • Book Title Customer Relationship Management
  • Book Subtitle Concept, Strategy, and Tools
  • Authors V. Kumar
    Werner Reinartz
  • Series Title Springer Texts in Business and Economics
  • Series Abbreviated Title Springer Texts Business, Economics
  • DOI
  • Copyright Information Springer-Verlag GmbH Germany, part of Springer Nature 2018
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-662-55380-0
  • Softcover ISBN 978-3-662-58554-2
  • eBook ISBN 978-3-662-55381-7
  • Series ISSN 2192-4333
  • Series E-ISSN 2192-4341
  • Edition Number 3
  • Number of Pages XXV, 411
  • Number of Illustrations 0 b/w illustrations, 115 illustrations in colour
  • Additional Information Originally published by John Wiley & Sons, Inc., 2006
  • Topics Customer Relationship Management
    Big Data/Analytics
    Business Strategy/Leadership
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking


"This is the book that the marketing field has been waiting for. Kumar and Reinartz have taken the confusion out of CRM. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. This is the kind of book that belongs in the training of every professional marketer." - Philip Kotler, Kellogg School of Management

"A very comprehensive textbook on CRM and database analytics and written by a pair of top academic authorities in marketing. What I really liked about this textbook was its student friendly style with lots of real world examples and strong analytics!" - Jagdish N. Sheth, Charles H. Kellstadt, Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA

"[The authors'] key concern is the management of profitable customer relationships. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation. As such, it provides rigor with relevance..." - Michael Braekler, Head of Customer Relationship Management, BMW Group Germany

"This book provides an insightful roadmap to make your CRM strategy successful. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." - Jean-Christophe Tellier, CEO Novartis Pharma Belgium