Customer Relationship Management: A Databased Approach客户关系营销：数据库研究 mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

　　All too often，today’s companies focus on the technology of Customer Relationship Management （CRM），and lose sight of its primary goa——profitability。Offering a much-needed customer focus for the field，Kumar and Reinartz emphasize the strategic principles of customer-centric marketing that are at the heart of every successful CRM program。The text offers comprehensive coverage of CRM and its impact on various marketing activities，as well as clear explanations of databases and datamining with rigor and relevance。

PREFACE xxi

Part Ⅰ　DATABASE MARKETING STRATEGY

Chapter 1　CRM, DATABASE MARKETING, AND CUSTOMER VALUE

　　1.1 OVERVIEW

　　1.2 THE LINK BETWEEN CRM AND DATABASE MARKETING,AND THE IMPORTANCE OF CUSTOMER VALUE

　　1.3　WHY IS CRM A BIG ISSUE TODAY?

　　　1.3.1 CHANGES WITH RESPECT TO CONSUMERS

　　 　Growing Consumer Diversity

　Time Scarcity

　Value Consciousness and Intolerance for Low Service Levels

　Information Availability and Technological Aptitude

　Decrease in Loyalty

　Consequence

　　　1.3.2 CHANGES WITH RESPECT TO THE MARKETPLACE

　　　　 　Consequence

　　　1.3.3 CHANGES WITH RESPECT TO DATA STORAGE TECHNOLOGY

　　　　　　 Consequence

　　　1.3.4 CHANGES WITH RESPECT TO THE MARKETING FUNCTION

　Media Dilution and Multiplication of Channels

　Decreasing Marketing Efficiency and Effectiveness

　 Consequence

　　　1.3.5　IMPLICATIONS

　　　……

　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 Ⅱ ADVANCES IN CRM APPLICATIOS

Chapter 12 APPLICATIONS OF DATABASE MARKETING IN B-TO-C AND B-TO-B SCENARIOS

Chapter 13 APPLICATION OF THE CUSTOMER VALUE FRQMEWORK TO MARKETING DECISIONS

Part Ⅳ CHANNELS AND CRM

Chapter 14 IMPACT OF CRM ON MARKETING CHANNELS

GLOSSARY

INDEX

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书籍介绍

"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.