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Analytical CRM Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings /
The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Autor Corporativo: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Wiesbaden :
Gabler Verlag : Imprint: Gabler Verlag,
2009.
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| Edición: | 1st ed. 2009. |
| Colección: | Applied Marketing Science / Angewandte Marketingforschung,
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| Temas: | |
| Acceso en línea: | Texto Completo |
MARC
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| 100 | 1 | |a Wübben, Markus. |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
| 245 | 1 | 0 | |a Analytical CRM |h [electronic resource] : |b Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings / |c by Markus Wübben. |
| 250 | |a 1st ed. 2009. | ||
| 264 | 1 | |a Wiesbaden : |b Gabler Verlag : |b Imprint: Gabler Verlag, |c 2009. | |
| 300 | |a XXXI, 263 p. |b online resource. | ||
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| 490 | 1 | |a Applied Marketing Science / Angewandte Marketingforschung, |x 2627-2008 | |
| 505 | 0 | |a Fundamentals of Customer Relationship Management -- The Drivers of Cross-Buying Behavior in Non-Contractual Settings -- Stochastic Models for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings -- Support Vector Machines for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings -- Reflections on Developing and Maintaining Customer Relationships in Non-Contractual Settings -- Customer Relationship Management in the 21st Century. | |
| 520 | |a The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ("analytical CRM"). Research and practice are still in its early stages with respect to analytical CRM. Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers' cross-buying behavior can be stimulated and how customers' relationship length and depth, i.e. customers' activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice. | ||
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| 776 | 0 | 8 | |i Printed edition: |z 9783834912787 |
| 830 | 0 | |a Applied Marketing Science / Angewandte Marketingforschung, |x 2627-2008 | |
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