Customer Relationship Management

Concept, Strategy, and Tools

Authors:

ISBN: 978-3-642-20109-7 (Print) 978-3-642-20110-3 (Online)

Table of contents (17 chapters)

  1. Front Matter

    Pages i-xxxiii

  2. CRM: Conceptual Foundation

    1. Front Matter

      Pages 1-1

    2. No Access

      Book Chapter

      Pages 3-20

      Strategic Customer Relationship Management Today

    3. No Access

      Book Chapter

      Pages 21-31

      Relationship Marketing and the Concept of Customer Value

  3. Strategic CRM

    1. Front Matter

      Pages 33-33

    2. No Access

      Book Chapter

      Pages 35-53

      Strategic CRM

    3. No Access

      Book Chapter

      Pages 55-85

      Implementing the CRM Strategy

  4. Analytical CRM

    1. Front Matter

      Pages 87-87

    2. No Access

      Book Chapter

      Pages 89-109

      Customer Analytics Part I

    3. No Access

      Book Chapter

      Pages 111-141

      Customer Analytics Part II

    4. No Access

      Book Chapter

      Pages 143-163

      Data Mining

    5. No Access

      Book Chapter

      Pages 165-174

      Using Databases

  5. Operational CRM

    1. Front Matter

      Pages 175-175

    2. No Access

      Book Chapter

      Pages 177-182

      Software Tools and Dashboards

    3. No Access

      Book Chapter

      Pages 183-206

      Loyalty Programs: Design and Effectiveness

    4. No Access

      Book Chapter

      Pages 207-234

      Campaign Management

    5. No Access

      Book Chapter

      Pages 235-260

      Impact of CRM on Marketing Channels

    6. No Access

      Book Chapter

      Pages 261-277

      Customer Relationship Management Issues in the Business-To-Business Context

    7. No Access

      Book Chapter

      Pages 279-300

      Customer Privacy Concerns and Privacy Protective Responses

  6. Advances in CRM Applications

    1. Front Matter

      Pages 301-301

    2. No Access

      Book Chapter

      Pages 303-333

      Applications of CRM in B2B and B2C Scenarios (Part I)

    3. No Access

      Book Chapter

      Pages 335-355

      Applications of CRM in B2B and B2C Scenarios (Part II)

    4. No Access

      Book Chapter

      Pages 357-372

      Future of CRM

  7. Back Matter

    Pages 373-378