Customer relationship management

Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participa.

Cover; Cover2; Contents; Preface; Acknowledgements; About the authors; Publisherâ#x80;#x99;s acknowledgements; PART I: Introduction; 1: Customerâ#x80;#x93;supplier relationships; 1.1: History; 1.2: Description of customerâ#x80;#x93;supplier relationships; 1.3: The dynamic in relationships; 1.4: Networks; 1.5: Conclusion; Case study: Collateral trust obligations; QuestIons; References; 2: Customer relationship management; 2.1: The definition of CRM; 2.2: CRM building blocks; 2.3: Entrance, applications and success of CRM; 2.4: Contents of this book; 2.5: Conclusion; Case study: CRM at C. Fun Parks; Questions.

Case study: Optimisation of addresses for european footballQuestions; References; 7: Data analyses and data mining; 7.1: Experiences with data analysis; 7.2: The analysis process; 7.3: Data mining; 7.4: Conclusion; Case study: SNS Bank wins CRM Innovator Award; Questions; References; 8: Segmentation and selection; 8.1: Segmentation study as input for the formulation of marketing strategy; 8.2: Segmentation research used in compiling the list; 8.3: Conclusion; Case study: Alpe dâ#x80;#x99;HuZes; Questions; References; 9: Retention and cross-sell analyses; 9.1: Retention; 9.2: …