All too often, today's companies focus on the techology of Customer Relationship Management (CRM), and lose sight of its primary goal-profitability. Offering a much-needed customer-focus for the field, Kumar and Reinartz emphasize the strategic principles of customer-centric marketing that are at the heart of every successful CRM program. The text offers comprehensive coverage of CRM and it's impact on various marketing activities, as well as clear explanations of databases and data mining with rigor and relevance.
Part 1 Database Marketing Strategy
Part 2 Implementation of Database Marketing
Part 3 Advances in CRM Applications
Part 4 Channels And CRM