table of contents CRM:ada

  • Section 1 : Database Marketing Strategy
    Chapter 1: CRM, Database Marketing and Customer ValueChapter 2: CRM Industry Landscape

    Chapter 3: Strategic CRM                                                                                                    Chapter 4: Implementing the CRM Strategy                                                                    Chapter 5: Introduction to Customer Based Marketing Metrics                                  Chapter 6: Customer Value Metrics – Concepts and Practices

  • Section 2: Implementation of Database Marketing
    Chapter 7: Using databases                                                                                                      Chapter 8: Designing Loyalty Programs

    Chapter 9: Effectiveness of Loyalty Programs                                                              Chapter 10: Data Mining                                                                                                    Chapter 11: Campaign Management

  • Section 3: Advances in CRM Applications
    Chapter 12: Applications of Database Marketing in B-to-C and B-to-B Scenarios        Chapter 13: Application of the Customer Value Framework to Marketing Decisions
  • Section 4: Channels and CRM
    Chapter 14: Impact of CRM on Marketing Channels
  • Glossary
  • Index