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Customer Relationship Management, Second Edition: Concept, Strategy, and Tools Paperback – 31 Oct 2012

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3.0 out of 5 stars 1 customer review

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Product details

  • Paperback: 412 pages
  • Publisher: Springer; 2nd ed. 2012 edition (31 Oct. 2012)
  • Language: English
  • ISBN-10: 364220130X
  • ISBN-13: 978-3642201301
  • Product Dimensions: 17.8 x 2.4 x 25.4 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 739,157 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


From the reviews of the second edition:

“I highly recommend this book, for everyone that works or study marketing, business strategy or is interested in CRM, it’s a must have! The book provides a nice integration of academic thinking and practical CRM strategy and implementation. On the end of each chapter the authors included a Reference list, which is great specially if you are using the book for research and also on chapter 4 they have some exercises questions.” (inspireandaction.wordpress.com, 2013)


"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

"A very comprehensive textbook on CRM and database analytics and written by a pair of top academic authorities in marketing. What I really liked about this textbook was its student friendly style with lots of real world examples and strong analytics!" - Jagdish N. Sheth, Charles H. Kellstadt, Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA

"[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

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Format: Paperback Verified Purchase
Very helpful easy to understand text
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x92bb5234) out of 5 stars 2 reviews
HASH(0x92e65804) out of 5 stars Five Stars 20 May 2016
By Lauren Langhorne - Published on Amazon.com
Format: Paperback Verified Purchase
This man is a genius!
2 of 4 people found the following review helpful
HASH(0x92e9863c) out of 5 stars book - CRM 11 Mar. 2013
By Martin - Published on Amazon.com
Format: Paperback Verified Purchase
Excelent delivery.
Nice book with good information about CRM and Marketing strategy.
I need this book for my study at university in Czech republic.

Thanks for that book.
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