Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings (Applied Marketing Science / Angewandte Marketingforschung) - Softcover

Buch 1 von 4: Applied Marketing Science/Angewandte Marketingforschung

Wübben, Markus

 
9783834912787: Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings (Applied Marketing Science / Angewandte Marketingforschung)
Softcover
ISBN 10: 3834912786 ISBN 13: 9783834912787
Verlag: Gabler Verlag, 2008

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.

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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.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Gabler Verlag
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
3834912786
ISBN 13 
9783834912787
Einband
Taschenbuch
Anzahl der Seiten
296
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