Analytical CRM - Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

by: Markus Wübben

Gabler Verlag, 2009

ISBN: 9783834981219 , 263 Pages

Format: PDF, Read online

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Price: 90,94 EUR

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Analytical CRM - Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings


 

Foreword

6

Preface

9

Short Table of Contents

11

Table of Contents

13

List of Figures

18

List of Tables

19

List of Source Code Clippings

23

List of Abbreviations

24

Summary

26

Chapter 1 Introduction

29

1.1 Exigency for Analytical Customer Relationship Management

29

1.2 Research Scope

33

1.3 Proceedings of the Study

36

Chapter 2 Fundamentals of Customer Relationship Management

39

2.1 From Relationship Marketing to Contemporary Customer Relationship Management

39

2.2 Valued-Based Customer Relationship Management

44

2.3 Customer Life Cycle

54

Chapter 3 The Drivers of Cross-Buying Behavior in Non-Contractual Settings

77

3.1 Introduction

77

3.2 Theoretical Contributions to Explaining Cross-Buying

79

3.3 Antecedents of Cross-Buying Behavior

86

3.4 Short Recapitulation of the Theoretical Background of Cross-Buying

93

3.5 Research Design

96

3.6 Analysis Results

111

3.7 Discussion

116

Chapter 4 Stochastic Models for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings

118

4.1 Introduction

118

4.2 Heuristics in Managerial Practice

119

4.3 Stochastic Customer Base Analysis Models

121

4.4 Data

124

4.5 Analysis of Predictive Performance

127

4.6 Analysis of the Pareto/NBD Model Estimators

143

4.7 Discussion

159

Chapter 5 Support Vector Machines for Predicting Customer Activity and Future Best Customers in Non-Contractual Settings

161

5.1 Introduction

161

5.2 Supervised and Unsupervised Learning in Data Mining

163

5.3 Structural Risk Minimization

164

5.4 Introduction to the Support Vector Machine

170

5.5 Research Methodology

183

5.6 Analysis Results

190

5.7 Discussion

196

Chapter 6 Re.ections on Developing and Maintaining Customer Relationships in Non-Contractual Settings

197

6.1 Summary of Main Findings

197

6.2 Research and Managerial Implications

200

6.3 Limitations of the Studies

205

Chapter 7 Customer Relationship Management in the 21st Century

209

7.1 Future Challenges for Customer Relationship Management

209

7.2 Accounting for a Cross-Functional View ofCRM

210

7.3 Accounting for Customer Behavior and Marketplace Dynamics

213

7.4 Accounting for Customers’ Privacy

216

Bibliography

218

Appendix A Additional Tables and Figures

253

A.1 Additional Tables for Customer Activity Prediction

253

A.2 Additional Tables for Purchase-Level Prediction

262

A.3 Additional Tables for Future Best Customer Prediction

264