Customer Relationship Management Concept, Strategy, and Tools /

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 relationshi...

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Hlavní autor: Kumar, V. (Autor)
Médium: Elektronický zdroj E-kniha
Jazyk:angličtina
Vydáno: Berlin, Heidelberg : Springer Berlin Heidelberg , 2018.
Vydání:3rd ed. 2018.
Edice:Springer Texts in Business and Economics,
Témata:
Customer relations-Management.
Big data.
Leadership.
ISBN:9783662553817
ISSN:2192-4333
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Obsah:
  • CRM: Conceptual Foundation: Strategic CRM Today
  • Concepts of Customer Value
  • Strategic CRM: Strategic CRM
  • Implementing the CRM Strategy
  • Analytical CRM: Customer Analytics Part I
  • Customer Analytics Part II
  • Data Mining
  • Using Databases
  • Operational CRM: Software Tools and Dashboards
  • Loyalty Programs: Design and Effectiveness
  • Campaign Management
  • Impact of CRM on Marketing Channels
  • CRM Issues in the Business-To-Business Context
  • Customer Privacy Concerns and Privacy Protective Responses
  • CRM in Social Media
  • Advances in CRM Applications: Applications of CRM in B2B and B2C Scenarios Part II
  • Future of CRM.

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