Statistical Methods in Customer Relationship Management
focuses on the quantitative and modeling aspects of customer
management strategies that lead to future firm profitability, with
emphasis on developing an understanding of Customer Relationship
Management (CRM) models as the guiding concept for profitable
customer management. To understand and explore the functioning of
CRM models, this book traces the management strategies throughout a
customer’s tenure with a firm. Furthermore, the book explores
in detail CRM models for customer acquisition, customer retention,
customer acquisition and retention, customer churn, and customer
win back.
Statistical Methods in Customer Relationship
Management:
* Provides an overview of a CRM system, introducing key concepts
and metrics needed to understand and implement these models.
* Focuses on five CRM models: customer acquisition, customer
retention, customer churn, and customer win back with supporting
case studies.
* Explores each model in detail, from investigating the need for
CRM models to looking at the future of the models.
* Presents models and concepts that span across the introductory,
advanced, and specialist levels.
Academics and practitioners involved in the area of CRM as well
as instructors of applied statistics and quantitative marketing
courses will benefit from this book.
Giới thiệu về tác giả
Dr. V. Kumar, Center for Excellence in Brand and Customer Management (CEBCM), and Director of the Ph D Program in Marketing, J. Mack Robinson College of Business, Georgia State University, Atlanta, USA.
Dr. J. Andrew Petersen, Marketing and Assistant Director for the Center of Integrated Marketing and Sales (CIMS), Kenan-Flagler Business School, University of North Carolina at Chapel Hill, USA.
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