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Table of contents

  1. Front Matter
    Pages i-xxxiii
  2. CRM: Conceptual Foundation

    1. Front Matter
      Pages 1-1
    2. V. Kumar, Werner Reinartz
      Pages 3-20
    3. V. Kumar, Werner Reinartz
      Pages 21-31
  3. Strategic CRM

    1. Front Matter
      Pages 33-33
    2. V. Kumar, Werner Reinartz
      Pages 35-53
    3. V. Kumar, Werner Reinartz
      Pages 55-85
  4. Analytical CRM

    1. Front Matter
      Pages 87-87
    2. V. Kumar, Werner Reinartz
      Pages 89-109
    3. V. Kumar, Werner Reinartz
      Pages 111-141
    4. V. Kumar, Werner Reinartz
      Pages 143-163
    5. V. Kumar, Werner Reinartz
      Pages 165-174
  5. Operational CRM

    1. Front Matter
      Pages 175-175
    2. V. Kumar, Werner Reinartz
      Pages 177-182
    3. V. Kumar, Werner Reinartz
      Pages 183-206
    4. V. Kumar, Werner Reinartz
      Pages 207-234
    5. V. Kumar, Werner Reinartz
      Pages 235-260
    6. V. Kumar, Werner Reinartz
      Pages 279-300
  6. Advances in CRM Applications

    1. Front Matter
      Pages 301-301
    2. V. Kumar, Werner Reinartz
      Pages 303-333
    3. V. Kumar, Werner Reinartz
      Pages 335-355
    4. V. Kumar, Werner Reinartz
      Pages 357-372
  7. Back Matter
    Pages 373-378

About this book

Introduction

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.

Keywords

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

Authors and affiliations

  • V. Kumar
    • 1
  • Werner Reinartz
    • 2
  1. 1.J. Mack Robinson School of Business, Center for Excellence Brand andGeorgia State UniversityAtlantaUSA
  2. 2., Department of Retailing and Customer ManUniversity of CologneKölnGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-20110-3
  • Copyright Information Springer-Verlag Berlin Heidelberg 2012
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-20109-7
  • Online ISBN 978-3-642-20110-3
  • Series Print ISSN 2192-4333
  • Series Online ISSN 2192-4341
  • Buy this book on publisher's site
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