Customer Relati***hip Management: A Databased Approach客户关系营销：数据库研究 mobi 下载 网盘 caj lrf pdf txt 阿里云

　　All too often，today’s companies focus on the technology of Customer Relati***hip 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 explanati*** 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 C***umer Diversity

　Time Scarcity

　Value C***ciousness and Intolerance for Low Service Levels

　Information Availability and Technological Aptitude

　Decrease in Loyalty

　C***equence

　　　1.3.2 CHANGES WITH RESPECT TO THE MARKETPLACE

　　　　 　C***equence

　　　1.3.3 CHANGES WITH RESPECT TO DATA STORAGE TECHNOLOGY

　　　　　　 C***equence

　　　1.3.4 CHANGES WITH RESPECT TO THE MARKETING FUNCTION

　Media Dilution and Multiplication of Channels

　Decreasing Marketing Efficiency and Effectiveness

　 C***equence

　　　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 MARKETIN***ETRICS

　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 Relati***hip 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 relati***hips. Kumar first describes how to implement database marketing and then looks at recent advances in CRM applicati***. Critical marketing issues like optimum resource allocation, purchase sequence, and the link between acquisition, retenti***, and profitability are also examined on the basis of empirical findings.