Publisher's Synopsis
CRM that puts the customer (not technology) first! All too often, today's companies focus on the technology of Customer Relationship Management (CRM), and lose sight of its primary goal––profitability. Offering a much–needed customer focus for the field, Kumar and Reinartz emphasize the strategic principles of customer–centric marketing that are at the heart of every successful CRM program. The text offers comprehensive coverage of CRM and its impact on various marketing activities, as well as clear explanations of databases and datamining with rigor and relevance. “This is the book that the marketing field has been waiting for. Kumar and Reinartz have taken the confusion out of CRM. Their exposition of CRM theory and practice is definitive, original and illustrated with actual cases. This is the kind of book that belongs in the training of every professional marketer.” –– Philip Kotler, Kellogg School of Management “[The authors'] key concern is the management of profitable customer relationships. This book provides a nice integration of cutting edge academic thinking and practical CRM strategy and implementation. As such, it provides rigor with relevance…” –– Michael Braekler, Head of Customer Relationship Management, BMW Group Germany “This book provides an insightful roadmap to make your CRM strategy successful. It will be an indispensable reference for those seeking transformational changes within a more efficient customer centric approach in their business strategy." –– Jean–Christophe Tellier, CEO Novartis Pharma Belgium
