Analytical CRM: Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings (Applied Marketing Science / Angewandte Marketingforschung)

Using empirical analyses on the basis of sound theoretical foundations, Markus Wübben shows how customer relationships can be broadened, i.e., how customers’ cross-buying behavior can be stimulated and how customers’ relationship length and depth, meaning customers’ activity and purchase-levels, can be predicted.