Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings (Applied Marketing Science / Angewandte Marketingforschung) - Softcover

Book 1 of 4: Applied Marketing Science/Angewandte Marketingforschung

Wübben, Markus

 
9783834912787: Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings (Applied Marketing Science / Angewandte Marketingforschung)
Softcover
ISBN 10: 3834912786 ISBN 13: 9783834912787
Publisher: Gabler Verlag, 2008

Synopsis

The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential (“analytical CRM”). Research and practice are still in its early stages with respect to analytical CRM.

Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.

"synopsis" may belong to another edition of this title.

About the Author

Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.

From the Back Cover

The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential (“analytical CRM”). Research and practice are still in its early stages with respect to analytical CRM.

Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.

"About this title" may belong to another edition of this title.

Publisher
Gabler Verlag
Publication date
2008
Language
English
ISBN 10 
3834912786
ISBN 13 
9783834912787
Binding
Paperback
Number of pages
294