Kumar, Reinartz:

Customer Relationship Management : A Databased Approach

Instructor Companion Site

Table Of Contents

Chapter 1: CRM, Database Marketing and Customer Value

Chapter 2: CRM Industry Landscape

Chapter 3: Strategic CRM

Chapter 4: Implementing the CRM Strategy

Chapter 5: Introduction to Customer Based Marketing Metrics

Chapter 6: Customer Value Metrics - Concepts and Practices

Chapter 7: Using databases

Chapter 8: Designing Loyalty Programs

Chapter 9: Effectiveness of Loyalty Programs

Chapter 10: Data Mining

Chapter 11: Campaign Management

Chapter 12: Applications of Database Marketing in B-to-C and B-to-B Scenarios

Chapter 13: Application of the Customer Value Framework to Marketing Decisions

Chapter 14: Channels and CRM

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