CUSTOMER RELATIONSHIP MANAGEMENT: A DATABASED APPROACH
by V. Kumar
& Werner J. Reinartz
All too
often, today’s companies focus on the technology 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 its impact on various marketing activities, as well
as clear explanations of databases and datamining with rigor and
relevance.
This is a
nice summary document that Kumar and Reinartz have produced.
What sets this book apart from virtually all CRM books is the
strong grounding in their own (and colleagues') research. Some
of the book is more descriptive, other parts are real gems - not
to be found elsewhere. What they really hammer home is the fact
that customer satisfaction and loyalty are just means, what
matters for companies is profits. These authors understand that
satisfaction and loyalty building comes at a cost - something
most CRM books just don't get.
John
Wiley & Sons,(Year 2005),
ISBN: 0-471-27133-0
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