Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction and Implementation

Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction and Implementation

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Product Details

ISBN-13: 9780789038029
Publisher: Taylor & Francis
Publication date: 01/31/2009
Pages: 152
Product dimensions: 6.00(w) x 8.60(h) x 0.70(d)

About the Author

Lerzan Aksoy, PhD, is Assistant Professor of Marketing at Koç University in Istanbul, Turkey. She is co-author of the book Loyalty Myths (with Keiningham, Vavra, and Wallard). Her articles have been accepted for publication in such journals as Journal of Marketing, Marketing Science, Sloan Management Review, Journal of Service Research, Journal of Relationship Marketing, International Journal of Service Industry Management, Managing Service Quality, and Marketing Management. She serves on the editorial board of Journal of Service Research and advisory board of Journal of Relationship Marketing, and is an ad hoc reviewer for Journal of Marketing and Cornell HRA Quarterly.

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 Contents

Preface
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)
Index
Reference Notes Included

What People are Saying About This

V. Kumar, PhD, ING Chair Professor, University of Connecticut

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)

Pete C. Verhoef, PhD, Professor of Marketing, University of Groningen, Netherlands

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)

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