Customer relationship management

Geared to MBA students and undergraduate students in the later years of their study, as well as those attending courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management. Students reading this book should have basic knowledge of marketing management. Cover Cover2 Contents Preface Acknowledgements About the authors Publisherâ#x80 #x99 s acknowledgements PART I: Introduction 1: Customerâ#x80 #x93 supplier relationships 1.1: History 1.2: Description of customerâ#x80 #x93 supplier relationships 1.3: The dynamic in relationships 1.4: Networks 1.5: Conclusion Case study: Collateral trust obligations QuestIons References 2: Customer relationship management 2.1: The definition of CRM 2.2: CRM building blocks 2.3: Entrance, applications and success of CRM 2.4: Contents of this book 2.5: Conclusion Case study: CRM at C. Fun Parks Questions. Case study: Optimisation of addresses for european footballQuestions References 7: Data analyses and data mining 7.1: Experiences with data analysis 7.2: The analysis process 7.3: Data mining 7.4: Conclusion Case study: SNS Bank wins CRM Innovator Award Questions References 8: Segmentation and selection 8.1: Segmentation study as input for the formulation of marketing strategy 8.2: Segmentation research used in compiling the list 8.3: Conclusion Case study: Alpe dâ#x80 #x99 HuZes Questions References 9: Retention and cross-sell analyses 9.1: Retention 9.2: Cross-selling. 9.3: ConclusionCase study: Cross-selling within a fully automated convenience store Questions References 10: Management reporting: measuring, learning and optimising 10.1: Evaluating the effect of marketing activities on the customer value 10.2: Relating marketing investments to life-time value 10.3: Experiments 10.4: The learning organisation 10.5: Conclusion Case study: Carglass wins CRM Award Questions References Part IV: Marketing (Managing the exchanges in the relationship) 11: The customer proposition 11.1: Customisation 11.2: Co-creation. Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed. This text gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle. It contains case studies and questions at the end of each chapter to test understanding. It has coverage of the strategic, organisational, commercial and technological aspects of CRM. It also contains discussion of buyer-seller relations from a social psychology perspective Gids voor bestuurders en managers voor strategie, beleid, instrumenten en operationele toepassingen van CRM.