- Section 1 : CRM: Conceptual Foundation
Chapter 1: Strategic Customer Relationship Management Today
Chapter 2: Relationship Marketing and the Concept of Customer Value
- Section 2: Implementation of Database Marketing
Chapter 3: Strategic CRM
Chapter 4: Implementing the CRM Strategy
- Section 3: Analytical CRM
Chapter 5: Customer Analytics Part I
Chapter 6: Customer Analytics Part II
Chapter 7: Data Mining
Chapter 8: Using Databases
- Section 4: Operational CRM
Chapter 9: Software Tools and Dashboards
Chapter 10: Loyalty Programs: Design and Effectiveness
Chapter 11: Campaign Management
Chapter 12: Impact on CRM on Marketing Channels
Chapter 13: Customer Relationship Management Issues in the Business-to-Business Context
Chapter 14: Customer Privacy Concerns and Privacy Protective Responses
- Section 5: Advances in CRM Applications
Chapter 15: Applications of CRM in B2B and B2C Scenarios (Part I)
Chapter 16: Applications of CRM in B2B and B2C Scenarios (Part II)
Chapter 17: Future of CRM
- Index