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.

• Database Marketing Strategy
  • CRM, Database Marketing, and Customer Value
  • CRM Industry Landscape
  • Strategic CRM
  • Implementing the CRM Strategy
  • Introduction to Customer-Based Marketing Metrics
  • Customer Value Metrics-Concepts and Practices
• Implementation of Database Marketing
  • Using Databases
  • Designing Loyalty Programs
  • Effectiveness of Loyalty Programs
  • Data Mining
  • Campaign Management
• Advances in CRM Applications
  • Applications of Database Marketing in B-to-C and B-to-B Scenarios
  • Application of the Customer Value Framework to Marketing Decisions
• Channels and CRM
  • Impact of CRM on Marketing Channels