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Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships
Customer relationship management (CRM) is perceived to be failing, and there is an urgent need for some practical ways to address this issue. The research presented in this article demonstrates that the implementation of CRM activities delivers greater profits. Using calculations of the lifetime value of customers in two longitudinal case studies, the research finds that customer management strategies change as more is discovered about the value of the customer. These changes lead to better firm performance. The contribution of this article is to show that CRM works and that a relatively straightforward analysis of the value of the customer can make a real difference. Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM6904 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 69, No. 4, Oct., 2005 |
| Subjek | Insurance companies Valuation Customer relationship management Market strategy studies Business to business commerce Market segments |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 10 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |