Customer Relationship Management: Concept, Strategy, and Tools

Customer Relationship Management: Concept, Strategy, and Tools
ISBN-10
3662553813
ISBN-13
9783662553817
Series
Customer Relationship Management
Category
Business & Economics
Pages
411
Language
English
Published
2018-05-15
Publisher
Springer
Authors
V. Kumar, Werner Reinartz

Description

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 relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

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