Section 1 : Database Marketing Strategy Chapter 1: CRM, Database Marketing and Customer ValueChapter 2: CRM Industry Landscape
Chapter 3: Strategic CRM Chapter 4: Implementing the CRM Strategy Chapter 5: Introduction to Customer Based Marketing Metrics Chapter 6: Customer Value Metrics – Concepts and Practices
Section 2: Implementation of Database Marketing Chapter 7: Using databases Chapter 8: Designing Loyalty Programs
Chapter 9: Effectiveness of Loyalty Programs Chapter 10: Data Mining Chapter 11: Campaign Management
Section 3: Advances in CRM Applications Chapter 12: Applications of Database Marketing in B-to-C and B-to-B Scenarios Chapter 13: Application of the Customer Value Framework to Marketing Decisions
Section 4: Channels and CRM Chapter 14: Impact of CRM on Marketing Channels