| PREFACE xxi Part Ⅰ DATABASE MARKETING STRATEGY Chapter 1 CRM, DATABASE MARKETING, AND CUSTOMER VALUE 1.1 OVERVIEW 1.2 THE LINK BETWEEN CRM AND DATABASE MARKETING,AND THE IMPORTANCE OF CUSTOMER VALUE 1.3 WHY IS CRM A BIG ISSUE TODAY? 1.3.1 CHANGES WITH RESPECT TO CONSUMERS Growing Consumer Diversity Time Scarcity Value Consciousness and Intolerance for Low Service Levels Information Availability and Technological Aptitude Decrease in Loyalty Consequence 1.3.2 CHANGES WITH RESPECT TO THE MARKETPLACE Consequence 1.3.3 CHANGES WITH RESPECT TO DATA STORAGE TECHNOLOGY Consequence 1.3.4 CHANGES WITH RESPECT TO THE MARKETING FUNCTION Media Dilution and Multiplication of Channels Decreasing Marketing Efficiency and Effectiveness Consequence 1.3.5 IMPLICATIONS …… Chapter 2 CRM INDUSTRY LANDSCAPE Chapter 3 STRATEGIC CRM Chapter 4 IMPLEMENTING THE CRM STRATEGY Chapter 5 INTRODUCTION TO CUSTOMER-BASED MARKETING METRICS Chapter 6 CUSTOMER VALUE METRICS-CONCEPTS AND PRACTICES Part Ⅱ IMPLEMENTATION OF DATABASE MARKETING Chapter 7 USING DATABASES Chapter 8 DESIGNING LOYALTY PROGRAMS Chapter 9 EFFECTIVENESS OF LOYALTY PROGRAMS Chapter 10 DATA MINING Chapter 11 CAMPAIGN MANAGEMENT Part Ⅱ ADVANCES IN CRM APPLICATIOS Chapter 12 APPLICATIONS OF DATABASE MARKETING IN B-TO-C AND B-TO-B SCENARIOS Chapter 13 APPLICATION OF THE CUSTOMER VALUE FRQMEWORK TO MARKETING DECISIONS Part Ⅳ CHANNELS AND CRM Chapter 14 IMPACT OF CRM ON MARKETING CHANNELS GLOSSARY INDEX |
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