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Customer Relationship Management: A Databased Approach (Business) [Paperback]

V. Kumar , Werner Reinartz
3.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

6 Sep 2005 Business
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.


Product details

  • Paperback: 352 pages
  • Publisher: John Wiley & Sons; 1 edition (6 Sep 2005)
  • Language: English
  • ISBN-10: 0471271330
  • ISBN-13: 978-0471271338
  • Product Dimensions: 20.3 x 1.8 x 25.2 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,037,271 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Dr V. Kumar (VK) is the Regents' Professor, Lenny Distinguished Chair & Professor of Marketing, Executive Director, Center for Excellence in Brand & Customer Management, and Director, Ph.D. Program in Marketing at the J. Mack Robinson College of Business, Georgia State University. Dr Kumar has been recognized with eight lifetime achievement awards in Marketing Strategy, Inter-Organizational Issues, Retailing, Business-to-Business Marketing; and Marketing Research from the AMA and other professional organizations; the Paul D Converse Award; the Sheth Foundation/Journal of Marketing Long-term Impact Award; The Robert Buzzell Award from the Marketing Science Institute; and the Gary L Lilien ISMS-MSI Practice Prize Award. He has published over 200 articles in many scholarly journals in marketing including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), Customer Lifetime Value, Marketing Research, Statistical Methods in CRM, and International Marketing Research. He has won several awards for his research publications in scholarly journals. VK leads the marketing science to marketing practice initiative at the INFORMS Society for Marketing Science (ISMS) and has worked with Global Fortune 1000 firms to maximize their profits. VK spends his "free" time visiting business leaders to identify challenging problems to solve. He plays tennis and basketball to relieve the stress arising out of being in academics. Finally, VK has been recognized as a Legend in Marketing where his work is published in a 10-volume encyclopedia with commentaries from scholars worldwide.

Product Description

From the Back Cover

CRM that puts the customer (not technology) first! All too often, today’s companies focus on the technology of Customer Relationship Management (CRM), and lose sight of its primary goal––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. “This is the book that the marketing field has been waiting for.  Kumar and Reinartz have taken the confusion out of CRM. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. This is the kind of book that belongs in the training of every professional marketer.” –– Philip Kotler, Kellogg School of Management “[The authors’] key concern is the management of profitable customer relationships. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation. As such, it provides rigor with relevance…” –– Michael Braekler, Head of Customer Relationship Management, BMW Group Germany “This book provides an insightful roadmap to make your CRM strategy successful. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." –– Jean–Christophe Tellier, CEO Novartis Pharma Belgium

About the Author

Dr. Kumar received his Bachelors in Engineering and Masters in Industrial Management from the Indian Institute of Technology, and his Ph.D. in Marketing from the University of Texas at Austin. Hi is currently ING Chair Professor and Executive director at the ING Center for Financial Services at the University of Connecticut.

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Customer Reviews

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
3.0 out of 5 stars A traditional approach with some strengths 3 Jun 2009
By Angus Jenkinson VINE VOICE
Format:Paperback|Verified Purchase
as the subtitle indicates, this is a book based on traditional database marketing with the strengths that you would associate with that. It is competent at describing the development of a marketing database, and also covers strategic thinking about CRM. One of its strengths is its approach to value segmentation and value metrics, basically making sure that customers are profitable. It's got a solid section on loyalty programs, probably not front of mind as a priority in most enterprises today, although the ongoing role at Tesco means they shouldn't be written off. it's also competent on basic campaign management, data mining and has a number of interesting case studies. Organisation is sensible, writing clear and graphics (black and white) generally good.

However there are some significant weaknesses. Despite being published in 2005, it pays very little attention to the online space and all of those implications for channel management and for new applications of CRM. in completely misses the issue of alignment with the brand (there is no section on brand management) and is also weak on service development, product development and customer experience. It's also got some very curious studies that take up quite a number of pages consisting more or less of academic journal papers transplanted to the textbook. The emphasis is also quite American.
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Amazon.com: 4.5 out of 5 stars  4 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Wellgrounded read on CRM 10 Jun 2005
By Frank Williamson - Published on Amazon.com
Format:Paperback
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.
4.0 out of 5 stars Marketing 456 Class 6 Jun 2013
By T. Yarber - Published on Amazon.com
Format:Paperback|Verified Purchase
Great book for marketing majors. This book was easy to understand and provided case studies that were very helpful to use for assignments.
4.0 out of 5 stars average text 13 May 2013
By Ryan Houchens - Published on Amazon.com
Format:Paperback|Verified Purchase
It could be due to how terrible my prof was but thisvwas a relatively good book. Just another tepxtbook guys
5.0 out of 5 stars Practical and Insightful 28 Nov 2005
By Timothy Keiningham - Published on Amazon.com
Format:Paperback|Verified Purchase
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.
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