This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer...

Recent industry studies suggest that customers routinely use multiple channels of the same retailer to make their purchases. However, most studies about the drivers of customer profitability only focus on customer behavior in a single channel. This research investigates customer channel...