Customer Relationship Management: A Databased Approach (Paperback)

Customer Relationship Management (CRM) 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.

Special Feature
* Integrates cases from different industries and real-life illustrations to relate concepts to practice.
* Explores today’s CRM landscape by explaining the role that various CRM vendors play.
* Discusses the impact of CRM on traditional and new channels of marketing.
* Establishes the concept of individual customer value as a key marketing metric.
* Illustrates the concepts of RFM, Past Customer Value, and Lift and Cumulative Lift Charts using numerical examples.

About the Author
* Dr. Kumar received his Bachelors in Engineering and Masters in Industrial Management from the Indian Institute of Technology, and his Ph.D. in Marketing from the University of Texas at Austin. Hi is currently ING Chair Professor and Executive director at the ING Center for Financial Services at the University of Connecticut.

Table of Contents
Preface Part I Database Marketing Strategy
* CRM, Database Marketing, and Customer Value
* CRM Industry Landscape
* Strategic CRM
* Implementing the CRM Strategy
* Introduction to Customer-Based Marketing Metrics
* Customer Value Metrics-Concepts and Practices

Part II Implementation Of Database Marketing
* Using Databases
* Designing Loyalty Programs
* Effectiveness of Loyalty Programs
* Data Mining
* Campaign Management

Part III Advances In CRM Applications
* Applications of Database Marketing in B-to-C and B-to-B Scenarios
* Application of the Customer Value Framework to Marketing Decisions

Part IV Channels And CRM
* Impact of CRM on Marketing Channels
* Glossary
* Index