Titlebook: Customer Relationship Management; Concept, Strategy, a V. Kumar,Werner Reinartz Textbook 2018Latest edition Springer-Verlag GmbH Germany, p

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https://doi.org/10.1007/978-94-011-6028-5 capture customer’s interest, and thereby achieve precise marketing goals. Marketing campaigns can be used by firms to identify prospective customers, acquire customers, and retain and reward existing customers. The four phases that are required for a successful campaign management process are: (1)

LAIR

https://doi.org/10.1007/978-94-011-6028-5light the internal and external perspectives of Sales Force Management (SFM), an important construct of CRM strategy implementation in a setting where both parties involved are companies or institutions. With the main objectives being the building and maintenance of stronger buyer-seller relationshi

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D. W. G. Ballentyne,D. R. LovettAt the same time, they are faced with a growing reluctance of customers to disclose their personal information or to allow tracking of their behaviors because of privacy concerns. This chapter discusses the concept of customer privacy concerns and the respective implications for successful CRM pract

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https://doi.org/10.1007/978-94-011-6028-5s, but also large risks. Consumers and firms act and interact on social media platforms in various ways: from exchanging thoughts and recommendations about products and services, seeking help or stating complaints, up to taking part in challenges and co-creation activities. The spectrum of what soci

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https://doi.org/10.1007/978-3-662-55381-7Customer Lifetime Value; Customer Loyality; Customer Relationship Management; Database Marketing; Market

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