Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation takes the various elements of customer centric marketing and brings them together using the latest research and case studies from various industries. Respected top researchers review and discuss research and concepts to provide practitioners, educators, and students with a deeper understanding of the wide range of issues relevant to customer centric marketing. This informative resource focuses on effective strategies and approaches to explain how companies can ensure that their marketing dollar achieves the highest return on investment (ROI).
Customer centric approaches such as customer relationship marketing (CRM) aim to increase customer retention, acquisition, satisfaction, loyalty, differentiate customer value, develop customers via up-sell and cross-sell opportunities, and decrease costs. Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation comprehensively explains how to make best use of customer information to better manage customer value and firm profitability. This valuable text also explains the importance of, as well as how to establish a reliable customer segmentation strategy. The book is extensively referenced and includes helpful figures, tables, and photographs to clearly illustrate concepts.
Topics discussed in Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation include:
- the goals of customer centric approaches
- various customer segmentation approaches
- cross-selling as a strategy for customer relationship management
- strategies to effectively use customer loyalty
- the value and cultivation of customer satisfaction and customer retention
- and more!
|Publisher:||Taylor & Francis|
|Product dimensions:||6.00(w) x 8.60(h) x 0.70(d)|
About the Author
Timothy L. Keiningham, MBA, is Senior Vice President & Head of Consulting for Ipsos Loyalty. He is a recognized authority in the areas of service marketing and linking service improvement efforts to the bottom-line. A prolific writer, Mr. Keiningham has several books to his credit, including Loyalty Myths: Hyped Strategies that Will Put You Out of Business-And Proven Tactics that Really Work, He is co-author of the books The Customer Delight Principle: Exceeding Customers' Expectations for Bottom-Line Success, Return on Quality: Measuring the Financial Impact of Your Company's Quest for Quality, and Service Marketing. He is co-editor of Readings in Service Marketing. Mr. Keiningham's articles have appeared in Journal of Marketing, Marketing Science, Journal of Service Research, MIT Sloan Management Review, Journal of Relationship Marketing, Marketing Management, Managing Service Quality, and Journal of Consumer Marketing, among others.
David Bejou, PhD, is Professor of Marketing and Dean of School ofBusiness at Virginia State University. He previously served on the faculty of the University of North Carolina at Wilmington, where he was nominated in 1996 for the Chancellor Teaching Excellence Award, and nominated in both 1995 and 1996 for the Faculty Scholarship Award. He has also been a faculty member at several other universities in the United States and Australia. Dr. Bejou has published widely in professional journals, including the Journal of Services Marketing, the Journal of Business Research, the Journal of Marketing Management, the International Journal of Bank Marketing, and the European Journal of Marketing. He is a member of the American Marketing Association and the Academy of Marketing Science, and has been a presenter or Session Chair at many national and international conferences. Dr. Bejou has served as a marketing/promotions consultant to the United Carolina Bank (UCB), Brunswick Community College, and other businesses and community organizations.
Table of ContentsPreface
Objectives of Customer Centric Approaches in Relationship Marketing (Lerzan Aksoy, Timothy L. Keiningham, and David Bejou)
Approaches to Customer Segmentation (Bruce Cooil, Lerzan Aksoy, and Timothy L. Keiningham)
Cross-Selling: Offering the Right Product to the Right Customer at the Right Time (Wagner A. Kamakura)
Understanding and Using Customer Loyalty and Customer Value (Edward Malthouse and Frank Mulhern)
Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact (Baohong Sun, Ronald Wilcox, and Ting Zhu)
Customer Selection and Prioritization: The Optimal Resource Allocation Approach to Maximizing Customer Value (Namita Bhatnagar, Kiersten Maryott and David Bejou)
Reference Notes Included
What People are Saying About This
Focuses on some of the most important topics in the CRM literature. . . . EXCELLENT. . . . A SOLID PIECE OF WORK. (V. Kumar, PhD, ING Chair Professor, University of Connecticut)
This book provides some very relevant knowledge on how firms can increase the value of their customer base through cross-selling. (Pete C. Verhoef, PhD, Professor of Marketing, University of Groningen, Netherlands)