Customer Relationship Management: A Databased Approach

By Vinay Kumar, Werner Reinartz, V. Kumar

Customer Relationship Management: A Databased Approach offers the promise of maximized profits for today's highly competitive businesses. This innovative 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.

• Format: Paperback
• Language: English
• ISBN: 0471271330
• ISBN13: 9780471271338
• Release Date: June 2005
• Publisher: John Wiley & Sons
• Length: 323 Pages
• Weight: 1.45 lbs.
• Dimensions: 0.6" x 8.0" x 10.1"

Customer Reviews

Practical and Insightful

This book combines a solid theoretical (scientific) approach with practical tactics ... an all-too-rare combination. Kumar and Reinartz are well-known for their thought-leadership in customer database analytics and management. They don't disappoint in this must read book for anyone looking to make their CRM systems deliver real financial returns.

Wellgrounded read on CRM

This is a nice summary document that Kumar and Reinartz have produced. What sets this book apart from virtually all CRM books is the strong grounding in their own (and colleagues') research. Some of the book is more descriptive, other parts are real gems - not to be found elsewhere. What they really hammer home is the fact that customer satisfaction and loyalty are just means, what matters for companies is profits. These authors understand that satisfaction and loyalty building comes at a cost - something most CRM books just don't get.