Customer Relationship Management: A Databased Approach客户关系营销：数据库研究
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作者： V. Kumar等著
出 版 社： 吉林长白山
出版时间： 2005-6-1字数：版次： 1页数： 323印刷时间： 2005/06/01开本： 24开印次： 1纸张： 胶版纸I S B N ： 9780471271338包装： 平装内容简介
All too often，today’s companies focus on the technology of Customer Relationship Management （CRM），and lose sight of its primary goa——profitability。Offering a much-needed customer focus for the field，Kumar and Reinartz emphasize the strategic principles of customer-centric marketing that are at the heart of every successful CRM program。The text offers comprehensive coverage of CRM and its impact on various marketing activities，as well as clear explanations of databases and datamining with rigor and relevance。
目录
PREFACE xxi
Part ⅠDATABASE MARKETING STRATEGY
Chapter 1CRM, DATABASE MARKETING, AND CUSTOMER VALUE
1.1 OVERVIEW
1.2 THE LINK BETWEEN CRM AND DATABASE MARKETING,AND THE IMPORTANCE OF CUSTOMER VALUE
1.3WHY IS CRM A BIG ISSUE TODAY?
1.3.1 CHANGES WITH RESPECT TO CONSUMERS
Growing Consumer Diversity
Time Scarcity
Value Consciousness and Intolerance for Low Service Levels
Information Availability and Technological Aptitude
Decrease in Loyalty
Consequence
1.3.2 CHANGES WITH RESPECT TO THE MARKETPLACE
Consequence
1.3.3 CHANGES WITH RESPECT TO DATA STORAGE TECHNOLOGY
Consequence
1.3.4 CHANGES WITH RESPECT TO THE MARKETING FUNCTION
Media Dilution and Multiplication of Channels
Decreasing Marketing Efficiency and Effectiveness
Consequence
1.3.5IMPLICATIONS
……
Chapter2CRM 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
Part 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
Part Ⅱ ADVANCES IN CRM APPLICATIOS
Chapter 12 APPLICATIONS OF DATABASE MARKETING IN B-TO-C AND B-TO-B SCENARIOS
Chapter 13 APPLICATION OF THE CUSTOMER VALUE FRQMEWORK TO MARKETING DECISIONS
Part Ⅳ CHANNELS AND CRM
Chapter 14 IMPACT OF CRM ON MARKETING CHANNELS
GLOSSARY
INDEX
