IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-642-20110-3_16.html
   My bibliography  Save this book chapter

Applications of CRM in B2B and B2C Scenarios (Part II)

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

This chapter attempts to answer the following questions: (1) What should be the total budget for acquisition and retention? (2) How much should be spent on customer acquisition and customer retention? and (3) How should these expenditures be allocated between contact channels? The links between acquisition, retention, and profitability, as well as, balancing acquisition and retention resources are discussed in reference to maximizing customer profitability. In addition to measuring customer profitability and optimal resource allocation, the chapter also highlights the importance of accurately valuing a customer by defining customer brand value and customer referral value. Also discussed are the linking of customer referral value and customer lifetime value, as well as customer brand value and customer lifetime value, and the managerial implications thereof.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2012. "Applications of CRM in B2B and B2C Scenarios (Part II)," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 2, chapter 16, pages 335-355, Springer.
    • Handle: RePEc:spr:sptchp:978-3-642-20110-3_16
    DOI: 10.1007/978-3-642-20110-3_16
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-642-20110-3_16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.