- Kumar, V
- Reinartz, Werner J.
- Customer relations -- Management
- Customer relations -- Data processing
- 0471271330 (pbk.) :
- 9780471271338 (pbk.)
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- Formerly CIP.
- Includes bibliographical references and index.
- Preface. PART I: DATABASE MARKETING STRATEGY. Chapter 1. CRM, Database Marketing, and Customer Value. Chapter 2. CRM Industry Landscape. Chapter 3. Strategic CRM. Chapter 4. Implementing the CRM Strategy. Chapter 5. Introduction to Customer Based Marketing Metrics. Chapter 6. Customer Value Metrics Concepts and Practices. PART II: IMPLEMENTATION OF DATABASE MARKETING. Chapter 7. Using Databases. Chapter 8. Designing Loyalty Programs. Chapter 9. Effectiveness of Loyalty Programs. Chapter 10. Data Mining. Chapter 11. Campaign Management. PART III: ADVANCES IN CRM APPLICATIONS. Chapter 12. Applications of Database Marketing in B to C and B to B Scenarios. Chapter 13. Application of the Customer Value Framework to Marketing Decisions. PART IV: CHANNELS AND CRM. Chapter 14. Impact of CRM on Marketing Channels.Glossary.Index.
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