Springer Texts in Business and Economics

Customer Relationship Management

Concept, Strategy, and Tools

Authors: Kumar, V., Reinartz, Werner

  • Comprehensive and state-of-the-art treatment of CRM strategy, concepts, and tools
  • Contains numerous cases and examples, thus making the material highly accessible and applicable
  • Presents the latest developments in metrics, practices, and substantive domains (e.g. CRM in social media) 
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eBook 51,16 €
price for India (gross)
  • ISBN 978-3-662-55381-7
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 59,99 €
price for India (gross)
  • ISBN 978-3-662-55380-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this Textbook

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

About the authors

Dr. V. Kumar (VK) is the Regents Professor; Richard and Susan Lenny Distinguished Chair & Professor in Marketing; Executive Director, Center for Excellence in Brand and Customer Management, Georgia State University, J. Mack Robinson College of Business.  VK has been recognized with 14 lifetime achievement awards in several areas in Marketing from the American Marketing Association (AMA) and other professional organizations. VK has published over 250 articles, 25 books (translated in multiple languages), and has received over 25 Research and Teaching Excellence Awards. VK has been honored in multiple countries with prestigious awards and fellowships including the Chang Jiang Scholar, HUST, China; Senior Fellow, Indian School of Business, India; and Fellow, Hagler Institute for Advanced Study, Texas A&M University, College Station, Texas.  VK spends his “free” time visiting business leaders to identify challenging problems to solve. VK has worked with several Global Fortune 1000 firms to maximize their profits and publish studies with rigor and relevance.  Finally, VK is chosen as a Legend in Marketing where his work is published in a 10-volume encyclopedia (Sage Publications) with commentaries from scholars worldwide. 

Werner Reinartz is a Professor of Marketing at the University of Cologne, Germany, the Director of the Center for Research in Retailing (IFH), and the coordinator of the research initiative on “Digital Transformation”. Professor Reinartz holds a Ph.D. in Marketing from the University of Houston. His research on marketing strategy, retailing, customer relationship management (CRM), and service strategies has been recognized with some of the most prominent global awards in the marketing field. In addition, his findings are prominently featured in the practitioner literature amongst them five different feature articles in Harvard Business Review. In terms of research productivity, he has been ranked among the top 2.5% of scholars in the world in terms of time - adjusted publication rate in the top four marketing journals. Also, he has been ranked as the #1 scholar outside the US in citations in the top marketing journals. Moreover, he is on the editorial board of multiple top journals. Besides his academic activities, he is a frequent sparring partner for top managers and an experienced marketing strategy management trainer.


Reviews

"This is the book that the marketing field has been waiting for. Kumar and Reinartz have taken the confusion out of CRM. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. This is the kind of book that belongs in the training of every professional marketer." - Philip Kotler, Kellogg School of Management

"A very comprehensive textbook on CRM and database analytics and written by a pair of top academic authorities in marketing. What I really liked about this textbook was its student friendly style with lots of real world examples and strong analytics!" - Jagdish N. Sheth, Charles H. Kellstadt, Professor of Marketing, Goizueta Business School, Emory University, Atlanta, GA

"[The authors'] key concern is the management of profitable customer relationships. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation. As such, it provides rigor with relevance..." - Michael Braekler, Head of Customer Relationship Management, BMW Group Germany

"This book provides an insightful roadmap to make your CRM strategy successful. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." - Jean-Christophe Tellier, CEO Novartis Pharma Belgium

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Table of contents (18 chapters)

  • Strategic CRM Today

    Kumar, V. (et al.)

    Pages 3-16

  • Concepts of Customer Value

    Kumar, V. (et al.)

    Pages 17-29

  • Strategic CRM

    Kumar, V. (et al.)

    Pages 33-48

  • Implementing the CRM Strategy

    Kumar, V. (et al.)

    Pages 49-76

  • Customer Analytics Part I

    Kumar, V. (et al.)

    Pages 79-99

Buy this book

eBook 51,16 €
price for India (gross)
  • ISBN 978-3-662-55381-7
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 59,99 €
price for India (gross)
  • ISBN 978-3-662-55380-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Customer Relationship Management
Book Subtitle
Concept, Strategy, and Tools
Authors
Series Title
Springer Texts in Business and Economics
Copyright
2018
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag GmbH Germany, part of Springer Nature
eBook ISBN
978-3-662-55381-7
DOI
10.1007/978-3-662-55381-7
Hardcover ISBN
978-3-662-55380-0
Series ISSN
2192-4333
Edition Number
3
Number of Pages
XXV, 411
Number of Illustrations and Tables
115 illustrations in colour
Additional Information
Originally published by John Wiley & Sons, Inc., 2006
Topics