crmkumar

Customer Relationship Management: A Databased Approach
V. Kumar, Univ. of Houston
Werner Reinartz
ISBN: 0-471-27133-0
©2006
352 pages

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Description

Kumar and Reinartz's, Customer Relationship Management, a Databased Approach, stresses the development of an understanding of Customer Value as the guiding concept for marketing decisions. While networking and communications systems are important for CRM to succeed, it is more important to understand the basic approach that sets customer-centric marketing apart from traditional strategies of product marketing. The book illustrates important metrics like Past Customer Value and Lifetime Customer Value and analyzes the implementation of CRM strategies in the areas of Loyalty Programs, Marketing Campaigns, and Channel Management. This new text outlines the need for customer-centric marketing strategies and explains the concepts, metrics and techniques that form the back bone of CRM activities. It emphasizes current developments in the field of CRM and discusses the structure of databases and their uses and benefits from a marketing standpoint, rather than a technical one.

Author Info

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.

Hallmark Features

This first-edition paperback captures the critical elements of managing customer relationships. The text:

Outlines the need for customer- centric marketing strategies
Explains the concepts, metrics and techniques that form the back bone of CRM activities
Emphasizes current developments in the field of CRM
Provides clear examples and illustrations that tie concepts with real world scenarios
Discusses the structure of databases, their uses and benefits from a marketing standpoint, rather than a technical one.
Helps students understand the implications of CRM on marketing activities like loyalty programs, channel management and planning promotional campaigns
Helps students understand the potential for the growth of CRM as the dominant form of marketing strategy
Illustrates the financial benefits of implementing various ‘Customer Lifetime Value’ based marketing strategies.

Numerous examples and illustrations are given throughout the text--Students walk through numerical problems to understand the applications of CRM techniques. Chapters 5 and 6 contain step-by-step illustrations of various metrics that are critical to implementing CRM processes.

Comprehensive coverage of topics. Students can learn about all facets of CRM and the impact on various marketing activities. In addition to CRM processes, the book explains the concept of databases and data mining in simple terms.

Table of contents

Chapter 1: CRM, Database Marketing and Customer Value
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
Chapter 7: Using databases
Chapter 8: Designing Loyalty Programs
Chapter 9: Effectiveness of Loyalty Programs
Chapter 10: Data Mining
Chapter 11: Campaign Management
Chapter 12: Applications of Database Marketing in B-to-C and B-to-B Scenarios
Chapter 13: Application of the Customer Value Framework to Marketing Decisions
Chapter 14: Channels and CRM