Customer Relationship Management(CRM)

La version que vous consultez n'est pas définitive. Cette fiche d’activité peut encore faire l'objet de modifications. La version finale sera disponible le 1er juin.

5.00 crédits

30.0 h

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):

Datta et al. (2015), “The Challenge of Retaining Customers Acquired with Free Trials”, Journal of Marketing Research, 52, 217-234.
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
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020), "Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature," Journal of Service Research, 23(4), 433-455.
Dorotic et al. (2012), “Loyalty Programs: Current Knowledge and Research Directions”, International Journal of Management Reviews, 14, 217–237
Kumar et al. (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, 13(3), 297-310.
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.
Shah et al. (2006), “The Path to Customer Centricity”, Journal of Service Research, 9(2), 113-124.
Van Den Bulte, C., Bayer, E., Skiera, B., & Schmitt, P. (2018), "How Customer Referral Programs Turn Social Capital into Economic Capital," Journal of Marketing Research, 55(1), 132-146.

Faculté ou entité
en charge

> CLSM

Programmes / formations proposant cette unité d'enseignement (UE)

Intitulé du programme

Sigle

Crédits

Prérequis

Acquis
d'apprentissage

Master [120] en sciences de gestion

GEST2M