Databased marketing : Managing profitable relationships

Customer Relationship Management (CRM) offers the promise of maximized profits for todayâ?(tm)s highly competitive businesses. This innovate 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.

Preface SECTION 1: Database Marketing Strategy 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 SECTION 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 SECTION III: Advances in CRM Applications 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 SECTION IV: Channels and CRM Chapter 14. Channels and CRM