Customer Relationship Management: A Databased Approach - Couverture souple

Kumar, V.; Reinartz, Werner

Couverture souple

ISBN 10 : 0471271330 ISBN 13 : 9780471271338

Editeur : John Wiley & Sons Inc, 2005

Synopsis

"Customer Relationship Management: A Databased Approach" offers the promise of maximized profits for today's highly competitive businesses. This innovative book provides readers with the tools and techniques to effectively use CRM. It emphasizes the utilization of database marketing in order to build strong and profitable customer relationships. Kumar first describes how to implement database marketing and then looks at recent advances in CRM applications. Critical marketing issues like optimum resource allocation, purchase sequence, and the link between acquisition, retentions, and profitability are also examined on the basis of empirical findings.

A propos du livre

À propos de l'auteur

Dr. Kumar received his Bachelors in Engineering and Masters in Industrial Management from the Indian Institute of Technology, and his Ph.D. in Marketing from the University of Texas at Austin. Hi is currently ING Chair Professor and Executive director at the ING Center for Financial Services at the University of Connecticut.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0471271330
• ISBN 13: 9780471271338
• Reliure: Broché
• Nombre de pages: 352
• Coordonnées du fabricant: Wiley VCH Verlag GmbH; info@wiley-vch.de; ; Boschstraße 12; Weinheim; Baden-Württemberg; 69469; Allemagne