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Analytical CRM
Markus Wubben
€ 66.52
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Description for Analytical CRM
Paperback. Series: Applied Marketing Science/Angewandte Marketingforschung. Num Pages: 294 pages, biography. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 16. Weight in Grams: 389.
The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene?ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ("analytical CRM"). Yet, research and practice is still in its early stages with respect to analytical CRM. In ... Read more
The ever-increasing amount of individual-level customer data generated by reward/l- alty programs opens new perspectives for customer relationship management (CRM). Without any question, the potential bene?ts of these data and analytical models for - plaining, extending, and predicting customer behavior is very high. However, recent analyses have shown that a high fraction of CRM projects result in negative return on investment. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ("analytical CRM"). Yet, research and practice is still in its early stages with respect to analytical CRM. In ... Read more
Product Details
Format
Paperback
Publication date
2008
Publisher
Springer Fachmedien Wiesbaden Germany
Number of pages
294
Condition
New
Series
Applied Marketing Science/Angewandte Marketingforschung
Number of Pages
263
Place of Publication
Wiesbaden, Germany
ISBN
9783834912787
SKU
V9783834912787
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Markus Wubben
Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.
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