内容简介
All too often，today’s companies focus on the technology of Customer Relationship Management （CRM），and lose sight of its primary goa——profitability。Offering a much-needed customer focus for the field，Kumar and Reinartz emphasize the strategic principles of customer-centric marketing that are at the heart of every successful CRM program。The text offers comprehensive coverage of CRM and its impact on various marketing activities，as well as clear explanations of databases and datamining with rigor and relevance。