"Customer Relationship Management Essentials" explores the evolution of CRM strategies and technologies, taking a holistic approach to provide concepts, tools, and strategies. We introduce key concepts and metrics necessary to understand and implement CRM strategies, describe a successful CRM implementation process, and discuss techniques for making strategic marketing decisions using customer lifetime value. Given the ongoing digital transformation, CRM has become a crucial strategy encompassing various tactics essential in today's economy. Our book offers a comprehensive overview of CRM and database marketing, along with approaches to strategic CRM, CRM strategy implementation, and customer value metrics. We cover the steps needed to manage profitable customer relationships, emphasizing the importance of understanding customer value and measuring customer lifetime value. Additionally, we analyze the application of CRM strategies in loyalty programs, marketing campaigns, and channel management. This book is an invaluable study companion for students, teachers, and CRM practitioners. It helps readers gain a comprehensive understanding of CRM strategy, use practical cases to apply concepts, and explore the latest developments in CRM and social media.
