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Part of marketing academia's mandate is to generate findings that improve managerial decision making. In light of this mandate, the authors aim to understand the properties of managerially relevant research, that is, the characteristics that increase a study's relevance to practicing managers,...
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Preface -- 1 The Role of CRM -- 2 Relationship Marketing -- 3 Strategic CRM -- 4 Implementing the CM Strategy -- 5 CRM Metrics -- 6 Data Mining -- 7 Using Databases -- 8 Software Tools and Dashboards -- 9 Designing Loyalty Programs -- 10 Campaign Management -- 11 CRM and Multichannel Management...
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