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2 Reviews
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
Wellgrounded read on CRM,
By Frank Williamson (New York, NY) - See all my reviews
This review is from: Customer Relationship Management: A Databased Approach (Paperback)
This is a nice summary document that Kumar and Reinartz have produced. What sets this book apart from virtually all CRM books is the strong grounding in their own (and colleagues') research. Some of the book is more descriptive, other parts are real gems - not to be found elsewhere. What they really hammer home is the fact that customer satisfaction and loyalty are just means, what matters for companies is profits. These authors understand that satisfaction and loyalty building comes at a cost - something most CRM books just don't get.
5.0 out of 5 stars
Practical and Insightful,
By
This review is from: Customer Relationship Management: A Databased Approach (Paperback)
This book combines a solid theoretical (scientific) approach with practical tactics ... an all-too-rare combination. Kumar and Reinartz are well-known for their thought-leadership in customer database analytics and management. They don't disappoint in this must read book for anyone looking to make their CRM systems deliver real financial returns.
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Customer Relationship Management: A Databased Approach by V. Kumar (Paperback - June 13, 2005)
$58.25
In Stock | |
 
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