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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wübben, Markus (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Wiesbaden : Gabler Verlag : Imprint: Gabler Verlag, 2009.
Edición:1st ed. 2009.
Colección:Applied Marketing Science / Angewandte Marketingforschung,
Temas:
Marketing.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 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.

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