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

by Aksoy; Lerzan

• ISBN13: 9780789038036
• ISBN10: 078903803X
• eBook ISBN(s): 9781317993322
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2008-02-22
• Publisher: Routledge
• More Book Details

Summary

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).

Table of Contents

Preface	p. xv
Objectives of Customer Centric Approaches in Relationship Marketing	p. 1
Approaches to Customer Segmentation	p. 9
Cross-Selling: Offering the Right Product to the Right Customer at the Right Time	p. 41
Understanding and Using Customer Loyalty and Customer Value	p. 59
Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact	p. 87
Customer Selection and Prioritization: The Optimal Resource Allocation Approach to Maximizing Customer Value	p. 117
Index	p. 131
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