Table of contents : Cover Cover2 Contents Preface Acknowledgements About the authors Publisherâ#x80#x99s acknowledgements PART I: Introduction 1: Customerâ#x80#x93supplier relationships 1.1: History 1.2: Description of customerâ#x80#x93supplier relationships 1.3: The dynamic in relationships 1.4: Networks 1.5: Conclusion Case study: Collateral trust obligations QuestIons References 2: Customer relationship management 2.1: The definition of CRM 2.2: CRM building blocks 2.3: Entrance, applications and success of CRM 2.4: Contents of this book 2.5: Conclusion Case study: CRM at C. Fun Parks Questions. Case study: Optimisation of addresses for european footballQuestions References 7: Data analyses and data mining 7.1: Experiences with data analysis 7.2: The analysis process 7.3: Data mining 7.4: Conclusion Case study: SNS Bank wins CRM Innovator Award Questions References 8: Segmentation and selection 8.1: Segmentation study as input for the formulation of marketing strategy 8.2: Segmentation research used in compiling the list 8.3: Conclusion Case study: Alpe dâ#x80#x99HuZes Questions References 9: Retention and cross-sell analyses 9.1: Retention 9.2: Cross-selling. 9.3: ConclusionCase study: Cross-selling within a fully automated convenience store Questions References 10: Management reporting: measuring, learning and optimising 10.1: Evaluating the effect of marketing activities on the customer value 10.2: Relating marketing investments to life-time value 10.3: Experiments 10.4: The learning organisation 10.5: Conclusion Case study: Carglass wins CRM Award Questions References Part IV: Marketing (Managing the exchanges in the relationship) 11: The customer proposition 11.1: Customisation 11.2: Co-creation.
Customer Relationship Management Ed Peelen Pdf 23
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