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Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ('analytical CRM'). Yet, research and practice is still in its early stages with respect to analytical CRM. In particular, the so-called 'non-contractual settings' remain widely unexplored. Lit- ature refers to a 'non-contractual setting' when customer relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. Examples include hotels, airlines, and most retailers. The most obvious consequence for CRM is that the end of a customer relationship is not directly observable, i.e., a c- tomer can switch providers without notifying the focal provider. Consequently, analysis of customer retention, and future buying behavior is even more problematic than in contractual settings.…

Taschenbuch. Zustand: Neu. Analytical CRM | Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings | Markus Wübben | Taschenbuch | Applied Marketing Science / Angewandte Marketingforschung | xxxi | Englisch | 2008 | Gabler Verlag | EAN 9783834912787 | Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.…

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Taschenbuch. Zustand: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers' cross-buying behavior can be stimulated and how customers' relationship length and depth, meaning customers' activity and purchase-levels, can be predicted. 296 pp. Englisch.…

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Zustand: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Dr. Markus Wuebben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl fuer Dienstleistungs- und Technologiemarketing der Technischen Universitaet Muenchen. Using empirical analyses on the basis of sound theoreti. …

Taschenbuch. Zustand: Neu. This item is printed on demand - Print on Demand Titel. Neuware -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.Gabler, Betriebswirt.-Vlg, Abraham-Lincoln-Str. 46, 65189 Wiesbaden 296 pp. Englisch.…