Customer Relationship Management: A Databased Approach客户关系营销：数据库研究

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 著

出版社: 吉林长白山

出版时间: 2005-06

版次: 1

ISBN: 9780471271338

定价: 560.00

装帧: 平装

开本: 24开

纸张: 胶版纸

页数: 323页

分类: 外文古旧书>英文书>管理

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　　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。 PREFACE  xxi

Part Ⅰ　DATABASE MARKETING STRATEGY

  Chapter 1　CRM, DATABASE MARKETING, AND CUSTOMER VALUE

　　1.1  OVERVIEW

　　1.2  THE LINK BETWEEN CRM AND DATABASE MARKETING,AND THE IMPORTANCE OF CUSTOMER VALUE

　　1.3　WHY 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

　　　1.3.5　IMPLICATIONS

　　　……

　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

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
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 Ⅰ　DATABASE MARKETING STRATEGY

  Chapter 1　CRM, DATABASE MARKETING, AND CUSTOMER VALUE

　　1.1  OVERVIEW

　　1.2  THE LINK BETWEEN CRM AND DATABASE MARKETING,AND THE IMPORTANCE OF CUSTOMER VALUE

　　1.3　WHY 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

　　　1.3.5　IMPLICATIONS

　　　……

　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

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

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