000			03496cam a22005055i 4500
001			21680998
003			AUA.1
005			20220314164429.0
006			m |o d |
007			cr |||||||||||
008			180416s2018 gw |||| o |||| 0|eng
010			_a 2019747257
020			_a9783662585542
024	7		_a10.1007/978-3-662-55381-7 _2doi
035			_a(DE-He213)978-3-662-55381-7
040			_aDLC _beng _epn _erda _cDLC
050			_aHF5415.5 _b.K863 2018
072		7	_aBUS018000 _2bisacsh
072		7	_aKJSU _2bicssc
072		7	_aKJSU _2thema
082	0	4	_a658.812 _223
100	1		_aKumar, V. _eauthor.
245	1	0	_aCustomer Relationship Management : _bConcept, Strategy, and Tools / _cby V. Kumar, Werner Reinartz.
250			_a3rd ed.
260			_aVaerlag GmbH Germany: _bSpringer, _cc2018
300			_a1 online resource (XXV, 411 pages 115 illustrations in color.)
490	1		_aSpringer Texts in Business and Economics, _x2192-4333
504			_aIncludes bibliographic references and index
505	0		_aCRM: Conceptual Foundation: Strategic CRM Today -- Concepts of Customer Value -- Strategic CRM: Strategic CRM -- Implementing the CRM Strategy -- Analytical CRM: Customer Analytics Part I -- Customer Analytics Part II -- Data Mining -- Using Databases -- Operational CRM: Software Tools and Dashboards -- Loyalty Programs: Design and Effectiveness -- Campaign Management -- Impact of CRM on Marketing Channels -- CRM Issues in the Business-To-Business Context -- Customer Privacy Concerns and Privacy Protective Responses -- CRM in Social Media -- Advances in CRM Applications: Applications of CRM in B2B and B2C Scenarios Part II -- Future of CRM.
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		0	_aBig data.
650		0	_aCustomer relations-Management.
650		0	_aLeadership.
650	1	4	_aCustomer Relationship Management.
650	2	4	_aBig Data/Analytics.
650	2	4	_aBusiness Strategy/Leadership.
700	1		_aReinartz, Werner. _eauthor.
776	0	8	_iPrint version: _tCustomer relationship management : concept, strategy, and tools _z9783662553800 _w(DLC) 2018935246
776	0	8	_iPrinted edition: _z9783662553800
776	0	8	_iPrinted edition: _z9783662553824
776	0	8	_iPrinted edition: _z9783662585542
830		0	_aSpringer Texts in Business and Economics,
906			_a0 _bibc _corigres _du _encip _f20 _gy-gencatlg
942			_2lcc _cBOOK _hHF 5415.5 _i.K863 2018
999			_c23292 _d23292