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Customer Relationship Management
V. KumarWerner J. Reinartz
其他書名
A Databased Approach
出版Wiley, 2006
主題Business & Economics / GeneralBusiness & Economics / Advertising & PromotionBusiness & Economics / Customer RelationsBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN04712713309780471271338
URLhttp://books.google.com.hk/books?id=2WJaAAAAYAAJ&hl=&source=gbs_api
註釋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.