Customer Relationship Management(CRM)

5.00 crédits

30.0 h

> Horaire

Enseignants

Hazée Simon;

Langue
d'enseignement

Anglais

Autres infos

Ce cours est enseigné en anglais. Merci de consulter la version anglaise du descriptif.

Bibliographie

Recommended readings

Textbooks and ebooks:

“Customer Relationship Management: Concept, Strategy and Tools”, V. Kumar and W. Reinartz, , Springer
“Statistical Methods in Customer Relationship Management”, V. Kumar and J. Andrew Petersen, Wiley & Sons
“Profitable Customer Engagement: Concept, Metrics and Strategies”, V. Kumar, Sage Publication

Scientific articles (see Moodle for an exhaustive list):

Shah et al. (2006), “The Path to Customer Centricity”, Journal of Service Research, 9(2), 113-124.
Kumar et al. (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, 13(3), 297-310.
de Vries et al. (2017), “Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition”, Journal of Marketing, 81, 1-15
Kumar et al. (2015), “Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer”, Journal of Marketing, 79, 34-55.
Datta et al. (2015), “The Challenge of Retaining Customers Acquired with Free Trials”, Journal of Marketing Research, 52, 217-234.
Dorotic et al. (2012), “Loyalty Programs: Current Knowledge and Research Directions”, International Journal of Management Reviews, 14, 217–237

Faculté ou entité
en charge

> CLSM

Intitulé du programme

Sigle

Crédits

Prérequis

Acquis
d'apprentissage

Master [120] en sciences de gestion

GEST2M