XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education

Cart

Continue Shopping
All prices are shown including VAT
The submitted promocode is invalid
* Applied promocode: ×

Important information on your ebook order

Customer Relationship Management (3rd Edition)

Concept, Strategy, and Tools

Author(s):
Publisher:

Springer

Pages: 411
Further Actions:

Recommend to library

AVAILABLE FORMATS

Hardcover - 9783662553800

17 April 2018

€63.59

Free Shipping

In stock

Ebook - 9783662553817

14 October 2018

€51.16

In stock

All prices are shown including VAT

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...

Show More

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.

Show Less

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) 

CRM: 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.
"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
Add a review

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...

Show More

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.


Show Less

New Publications 

Best Sellers