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Customer Relationship Management

Concept, Strategy, and Tools

  • V. Kumar
  • Werner Reinartz

Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages I-XXV
  2. CRM: Conceptual Foundation

    1. Front Matter
      Pages 1-1
    2. V. Kumar, Werner Reinartz
      Pages 3-16
    3. V. Kumar, Werner Reinartz
      Pages 17-29
  3. Strategic CRM

    1. Front Matter
      Pages 31-31
    2. V. Kumar, Werner Reinartz
      Pages 33-48
    3. V. Kumar, Werner Reinartz
      Pages 49-76
  4. Analytical CRM

    1. Front Matter
      Pages 77-77
    2. V. Kumar, Werner Reinartz
      Pages 79-99
    3. V. Kumar, Werner Reinartz
      Pages 101-134
    4. V. Kumar, Werner Reinartz
      Pages 135-155
    5. V. Kumar, Werner Reinartz
      Pages 157-167
  5. Operational CRM

    1. Front Matter
      Pages 169-169
    2. V. Kumar, Werner Reinartz
      Pages 171-178
    3. V. Kumar, Werner Reinartz
      Pages 179-205
    4. V. Kumar, Werner Reinartz
      Pages 207-235
    5. V. Kumar, Werner Reinartz
      Pages 237-264
    6. V. Kumar, Werner Reinartz
      Pages 265-283
    7. V. Kumar, Werner Reinartz
      Pages 285-309
    8. V. Kumar, Werner Reinartz
      Pages 311-326
  6. Advances in CRM Applications

    1. Front Matter
      Pages 327-327
    2. V. Kumar, Werner Reinartz
      Pages 329-362
    3. V. Kumar, Werner Reinartz
      Pages 363-384
    4. V. Kumar, Werner Reinartz
      Pages 385-404
  7. Back Matter
    Pages 405-411

About this book

Introduction

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

Keywords

Customer Lifetime Value Customer Loyality Customer Relationship Management Database Marketing Marketing Strategy

Authors and affiliations

  • V. Kumar
    • 1
  • Werner Reinartz
    • 2
  1. 1.J. Mack Robinson College of Business, Center for Excellence in Brand and Customer ManagementGeorgia State UniversityAtlantaUSA
  2. 2.Department of Retailing and Customer ManagementUniversity of CologneCologneGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-662-55381-7
  • Copyright Information Springer-Verlag GmbH Germany, part of Springer Nature 2018
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Management
  • Print ISBN 978-3-662-55380-0
  • Online ISBN 978-3-662-55381-7
  • Series Print ISSN 2192-4333
  • Series Online ISSN 2192-4341
  • Buy this book on publisher's site