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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Bibliographic Details
Main Author: W<U+00fc>bben, Markus. (Author)
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language:English
Published: Wiesbaden : Gabler, 2009.
Subjects:
Online Access:https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-8349-8121-9

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