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Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings
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036aXA-DE
037beng
077a28650345X Buchausg. u.d.T.: ‡Wübben, Markus: Analytical CRM
087q978-3-8349-1278-7
100bWübben, Markus
331 Analytical CRM
335 Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings
410 Wiesbaden
412 Gabler Verlag / GWV Fachverlage GmbH, Wiesbaden
425 2009
425a2009
433 Online-Ressource (XXXI, 262p. 109 illus, digital)
451bSpringerLink. Bücher
501 Includes bibliographical references
517 Preliminary; Introduction; Fundamentals of Customer Relationship Management; The Drivers of Cross-Buying Behavior in Non-Contractual Settings; Stochastic Models for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings; Support Vector Machines for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings; Customer Relationship Management in the 21st Century; Back matter; Reflections on Developing and Maintaining Customer Relationships in Non-Contractual Settings
527 Buchausg. u.d.T.: ‡Wübben, Markus: Analytical CRM
540aISBN 978-3-8349-8121-9
700 |KJS
700 |KJSM
700 |BUS043000
700b|658.8
700b|658.812
700c|HF5410-5417.5
700g1270805185 QP 620
750 Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers' cross-buying behavior can be stimulated and how customers' relationship length and depth, meaning customers' activity and purchase-levels, can be predicted.
753 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"").
902s 210400358 Kundenmanagement
907s 210400358 Kundenmanagement
012 305562991
081 Analytical CRM
100 Springer E-Book
125aElektronischer Volltext - Campuslizenz
655e$uhttp://dx.doi.org/10.1007/978-3-8349-8121-9
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