Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation

ISBN-13: 9780789038029 / Angielski / Twarda / 2008 / 136 str.

Lerzan Aksoy

Opis

Discover approaches to make customer relationship marketing more effective

Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation takes the various elements of customer centric marketing and brings them together using the latest research and case studies from various industries. Respected top researchers review and discuss research and concepts to provide practitioners, educators, and students with a deeper understanding of the wide range of issues relevant to customer centric marketing. This informative resource focuses on effective strategies and approaches to explain how companies can ensure that their marketing dollar achieves the highest return on investment (ROI).

Customer centric approaches such as customer relationship marketing (CRM) aim to increase customer retention, acquisition, satisfaction, loyalty, differentiate customer value, develop customers via up-sell and cross-sell opportunities, and decrease costs. Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation comprehensively explains how to make best use of customer information to better manage customer value and firm profitability. This valuable text also explains the importance of, as well as how to establish a reliable customer segmentation strategy. The book is extensively referenced and includes helpful figures, tables, and photographs to clearly illustrate concepts.

Topics discussed in Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation include:

• the goals of customer centric approaches
• various customer segmentation approaches
• cross-selling as a strategy for customer relationship management
• strategies to effectively use customer loyalty
• the value and cultivation of customer satisfaction and customer retention
• and more

Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation is an invaluable resource for practitioners, educators, and graduate students.

Spis treści

• Preface
• Objectives of Customer Centric Approaches in Relationship Marketing (Lerzan Aksoy, Timothy L. Keiningham, and David Bejou)
• Approaches to Customer Segmentation (Bruce Cooil, Lerzan Aksoy, and Timothy L. Keiningham)
• Cross-Selling: Offering the Right Product to the Right Customer at the Right Time (Wagner A. Kamakura)
• Understanding and Using Customer Loyalty and Customer Value (Edward Malthouse and Frank Mulhern)
• Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact (Baohong Sun, Ronald Wilcox, and Ting Zhu)
• Customer Selection and Prioritization: The Optimal Resource Allocation Approach to Maximizing Customer Value (Namita Bhatnagar, Kiersten Maryott and David Bejou)
• Index
• Reference Notes Included

O autorze

Lerzan Aksoy, Timothy L. Keiningham, David Bejou