V. Kumar - Customer Relationship Management

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Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. After the initial technological approaches, this process has matured considerably both from a conceptual and from an applications point of view. Of course this evolution continues, especially in the light of the digital transformation. Today, CRM refers to a strategy, a set of tactics, and a technology that has become indispensable in the modern economy.

Based on both authors rich academic and managerial experience, this book gives a unified treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of this book is to be a comprehensive and up-to-date learning companion for advanced undergraduate students, master students, and executives who want a detailed and conceptually sound insight into the field of CRM.

Aimed at students, teachers, and practitioners of CRM, this book offers a comprehensive treatment of CRM and database marketing, the approach to strategic CRM, and implementing the CRM strategy and the various metrics to measure customer value. This book provides all the necessary steps in managing profitable customer relationships. It stresses on developing an understanding of customer value as the guiding concept for marketing decisions, and illustrates the importance of the customer lifetime value metric as the guiding concept for profitable customer management. This book also analyzes the implementation of CRM strategies in the areas of loyalty programs, marketing campaigns, and channel management. Specifically, this book provides insights into several customer level marketing strategies that can be implemented by adopting a customer lifetime value approach also integrating the digital approaches that are prevalent these days. The goal of this book is to be a useful learning companion to students, teachers, and practitioners of CRM.

This book captures the critical elements of managing customer relationships.

This book offers a comprehensive treatment of CRM and database marketing.