Description
Customer relationship management (CRM) as a strategy and technology has undergone a fantastic journey of evolution. Since the initial technical approaches, this process has evolved conceptually and from an application perspective. This book takes a holistic approach to CRM, providing concepts, explaining tools, and developing related strategies. First, it introduces the key concepts and metrics needed to understand and implement CRM strategies. Next, it describes a successful CRM implementation process. Finally, techniques are introduced to help make strategic marketing decisions using the concept of customer lifetime.
Of course, this development will continue, especially in light of digital transformation. So today, CRM refers to a strategy, a set of tactics and techniques that have become essential in today’s economy.
This book provides a comprehensive overview of CRM and database marketing, the approach to strategic CRM and the implementation of a CRM strategy, and various metrics for measuring customer value. This book provides a comprehensive overview of CRM and database marketing.
This book contains all the necessary steps to manage profitable customer relationships. It emphasizes understanding customer value as a guiding concept for marketing decisions and illustrates the importance of measuring customer lifetime value as a guiding concept for profitable customer management. This book also analyzes the application of CRM strategies in loyalty programs, marketing campaigns, and channel management.
This book aims to be a valuable study companion for students, teachers, and CRM practitioners. In short, this book will help you:
● Gain a comprehensive understanding of CRM strategy, concepts, and tools. This unified perspective would allow the reader to see the forest for the trees.
● Use many cases that show a direct application of concepts, making the material easy to access and use.
● Explore the latest developments in metrics, practices, and relevant fields such as CRM and social media.
