000 03029nam a22004935i 4500
001 978-3-642-20110-3
003 DE-He213
005 20140220083257.0
007 cr nn 008mamaa
008 121025s2012 gw | s |||| 0|eng d
020 _a9783642201103
_9978-3-642-20110-3
024 7 _a10.1007/978-3-642-20110-3
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aKumar, V.
_eauthor.
245 1 0 _aCustomer Relationship Management
_h[electronic resource] :
_bConcept, Strategy, and Tools /
_cby V. Kumar, Werner Reinartz.
250 _a2nd ed. 2012.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg :
_bImprint: Springer,
_c2012.
300 _aXXXIII, 379 p. 115 illus.
_bonline resource.
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 _aPreface -- 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.
520 _aCustomer 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.
650 0 _aEconomics.
650 0 _aIndustrial management.
650 0 _aMarketing.
650 1 4 _aEconomics/Management Science.
650 2 4 _aMarketing.
650 2 4 _aManagement/Business for Professionals.
700 1 _aReinartz, Werner.
_eauthor.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783642201097
830 0 _aSpringer Texts in Business and Economics,
_x2192-4333
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-642-20110-3
912 _aZDB-2-SBE
999 _c101919
_d101919