Wow! eBook
Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings 2009th Edition
Author(s): Markus Wübben (Author), Prof. Dr. Florian von Wangenheim (Foreword)
- Publisher: Gabler Verlag
- Publication Date: 9 Oct. 2008
- Edition: 2009th
- Language: English
- Print length: 294 pages
- ISBN-10: 3834912786
- ISBN-13: 9783834912787
Book Description
Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.
Editorial Reviews
From the Back Cover
Markus Wübben focuses on analytical CRM for developing and maintaining buyer-seller relationships in non-contractual settings, i.e. settings, in which buyer-seller relationships are not governed by a contract that predetermines the monetary value and/or length of the relationship. This is a common scenario for many businesses such as retailers, hotels, and airlines. Using empirical analyses on the basis of sound theoretical foundations, the author shows how customer relationships can be broadened, meaning how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, i.e. customers’ activity and purchase-levels, can be predicted. Finally, he derives implications for research and practice.
