Customer Relationship Management: A Databased Approach

Kumar, V., Reinartz, Werner

ISBN 10: 0471271330 / ISBN 13: 9780471271338

Published by Wiley, 2005

About this Item

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00017625212

Bibliographic Details

Title: Customer Relationship Management: A ...

Publisher: Wiley

Publication Date: 2005

Binding: Soft cover

Condition: Good

About this title

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.

About the Author:

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.