Customer Relationship Management: Concept, Strategy, and Tools
Autor V. Kumar, Werner Reinartzen Limba Engleză Paperback – 10 oct 2012
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.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (2) | 383.08 lei 38-44 zile | |
| Springer Berlin, Heidelberg – 11 ian 2019 | 465.48 lei 3-5 săpt. | |
| Springer – 10 oct 2012 | 383.08 lei 38-44 zile | |
| Hardback (1) | 499.09 lei 3-5 săpt. | +49.02 lei 6-10 zile |
| Springer Berlin, Heidelberg – 4 mai 2018 | 499.09 lei 3-5 săpt. | +49.02 lei 6-10 zile |
Preț: 383.08 lei
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Specificații
ISBN-13: 9783642201301
ISBN-10: 364220130X
Pagini: 412
Dimensiuni: 178 x 254 x 22 mm
Greutate: 0.71 kg
Ediția:2nd ed. 2012
Editura: Springer
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
ISBN-10: 364220130X
Pagini: 412
Dimensiuni: 178 x 254 x 22 mm
Greutate: 0.71 kg
Ediția:2nd ed. 2012
Editura: Springer
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
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Public țintă
Upper undergraduateCuprins
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.
Recenzii
From
the
reviews
of
the
second
edition:
“I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it’s a must have! The book provides a nice integration of academic thinking and practical CRM strategy and implementation. On the end of each chapter the authors included a Reference list, which is great specially if you are using the book for research and also on chapter 4 they have some exercises questions.” (inspireandaction.wordpress.com, 2013)
“I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it’s a must have! The book provides a nice integration of academic thinking and practical CRM strategy and implementation. On the end of each chapter the authors included a Reference list, which is great specially if you are using the book for research and also on chapter 4 they have some exercises questions.” (inspireandaction.wordpress.com, 2013)
Notă biografică
Dr.
V
Kumar
is
the
Richard
and
Susan
Lenny
Distinguished
Chair
Professor
in
Marketing,
the
Executive
Director
of
the
Center
for
Excellence
in
Brand
and
Customer
Management,
and
the
Director
of
the
PhD.
Program
in
Marketing
at
the
J.
Mack
Robinson
School
of
Business,
Georgia
State
University.
He
holds
a
Ph.D.
from
the
University
of
Texas
at
Austin.
Dr.
V
Kumar’s
pioneering
research
on
Customer
Loyalty
and
Customer
Lifetime
Value
has
received
broad
attention.
He
was
recently
ranked
as
one
of
the
top
five
scholars
in
marketing
worldwide.
Dr.
Kumar
has
published
over
160
articles
in
the
form
of
journal
papers,
books
(translated
into
six
languages
worldwide)
and
book
chapters,
conference
proceedings,
research
reports,
and
case
studies.
His
research
has
been
widely
published
in
premier
journals
such
as
Journal
of
Marketing,
Harvard
Business
Review,
Sloan
Management
Review,
Journal
of
Marketing
Research,
Marketing
Science,
and
Operations
Research.
He
is
the
recipient
of
seven
Lifetime
Achievement
Awards
in
Marketing,
and
is
author/co-author
of
9
Best
Paper
Awards
in
premier
journals.Dr.
Kumar
serves
on
Editorial
Review
Boards
of
12
scholarly
journals
and
on
several
academic
and
corporate
boards,
as
well
as
as
a
as
a
consultant
for
leading
Fortune
500
corporations.
He
has
taught
over
24
courses
across
Bachelors,
Masters
and
Doctoral
programs
in
over
30
countries
and
is
the
recipient
of
eleven
Teaching
Excellence
Awards.
Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany. Previously, he was the Cora Chaired Professor of Retailing and Management and Associate Professor of Marketing at INSEAD, France. His research interest and expertise focuses on the subjects of customer management, services, and retailing. In terms of research productivity, he has been rated among the top 2.5% of scholars in the world in terms of time‐adjusted publication rate in the top four journals in the marketing discipline His work in these domains has been recognized with major academic awards. He has published extensively in journals such asJournal of Marketing,Journal of Marketing Research,Journal of Consumer Research,Journal of Retailing, International Journal of Marketing,andJournal of Service Research. In addition, his research was presented in four different feature articles inHarvard BusinessReview.He is an area editor ofInternational Journal of Research in Marketingand a member of the editorial boards ofJournal of MarketingandMarketing Science. Professor Reinartz has worked with a large number of international companies and has conducted extensively executive training programs for many Fortune500 and EuroStoxx50 companies. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston (1999).
Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany. Previously, he was the Cora Chaired Professor of Retailing and Management and Associate Professor of Marketing at INSEAD, France. His research interest and expertise focuses on the subjects of customer management, services, and retailing. In terms of research productivity, he has been rated among the top 2.5% of scholars in the world in terms of time‐adjusted publication rate in the top four journals in the marketing discipline His work in these domains has been recognized with major academic awards. He has published extensively in journals such asJournal of Marketing,Journal of Marketing Research,Journal of Consumer Research,Journal of Retailing, International Journal of Marketing,andJournal of Service Research. In addition, his research was presented in four different feature articles inHarvard BusinessReview.He is an area editor ofInternational Journal of Research in Marketingand a member of the editorial boards ofJournal of MarketingandMarketing Science. Professor Reinartz has worked with a large number of international companies and has conducted extensively executive training programs for many Fortune500 and EuroStoxx50 companies. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston (1999).
Textul de pe ultima copertă
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.
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.
Caracteristici
This
comprehensive
treatment
of
CRM
strategy,
concepts,
and
tools
provides
a
unified
perspective.
Thus
the
reader
sees
the
forest
AND
the
trees
Numerous cases show direct application of concepts, thus making the material highly accessible and applicable
The latest developments in metrics, practices, and substantive domains (e.g. multi-channel management) provide readers with the state-of-the-art on this subject
Numerous cases show direct application of concepts, thus making the material highly accessible and applicable
The latest developments in metrics, practices, and substantive domains (e.g. multi-channel management) provide readers with the state-of-the-art on this subject
Descriere
This book
closely
examines
the
strategic
and
tactical
aspects
of
customer
relationship
management
as
it
stands
today.
Benefiting
advanced
students
and
working
executives,
the
book
stresses
economic
customer
value
as
the
guiding
concept
for
marketing
decisions.