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


 

Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers' cross-buying behavior can be stimulated and how customers' relationship length and depth, meaning customers' activity and purchase-levels, can be predicted.

Dr. Markus Wübben ist wissenschaftlicher Mitarbeiter bei Prof. Dr. Florian von Wangenheim am Lehrstuhl für Dienstleistungs- und Technologiemarketing der Technischen Universität München.