Analytical CRM Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings /
The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management (CRM). Yet, recent analyses have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for...
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Format: | Electronic |
Language: | English |
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Wiesbaden :
Gabler,
2009.
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Online Access: | https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-8349-8121-9 |