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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.
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.
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Table of Contents
PART I: DATABASE MARKETING STRATEGY.
Chapter 1. CRM, Database Marketing, and Customer Value.
Chapter 2. CRM Industry Landscape.
Chapter 3. Strategic CRM.
Chapter 4. Implementing the CRM Strategy.
Chapter 5. Introduction to Customer-Based Marketing Metrics.
Chapter 6. Customer Value Metrics—Concepts and Practices.
PART II: IMPLEMENTATION OF DATABASE MARKETING.
Chapter 7. Using Databases.
Chapter 8. Designing Loyalty Programs.
Chapter 9. Effectiveness of Loyalty Programs.
Chapter 10. Data Mining.
Chapter 11. Campaign Management.
PART III: ADVANCES IN CRM APPLICATIONS.
Chapter 12. Applications of Database Marketing in B-to-C and B-to-B Scenarios.
Chapter 13. Application of the Customer Value Framework to Marketing Decisions.
PART IV: CHANNELS AND CRM.
Chapter 14. Impact of CRM on Marketing Channels.
Glossary.
Index.