000			01713 a2200229 4500
999			_c508 _d508
005			20220425162944.0
008			191016b ||||| |||| 00| 0 eng d
020			_a9783662553800
082			_a658.8 _bKUM
100			_aKumar, V. _9214
245			_aCustomer relationship management: concept, strategy, and tools
260			_bSpringer _aGermany _c2006
300			_axxv, 411 p.
365			_aEURO _b59.99
520			_aThis book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.
650			_aMarketing _9209
650			_aCustomer relations--Management _9211
650			_aBig data _9212
650			_aCustomer relations--Data processing _9213
700			_aReinartz, Werner J. _91385
942			_2ddc _cBK