A CRM system brings together pieces of information about customers, sales, market trends, marketing effectiveness and responsiveness. CRM helps companies improve the profitability of their interactions with customers while at the same time making those interactions appear friendlier through individualization. CRM's purpose is to enhance customer satisfaction and retention by alignment of customer business processes with technology integration. As the Internet and digital technology change the way business is conducted, the academic disciplines of information technology and marketing are merging.

This book will appeal to marketing and corporate management for understanding how IT, especially data mining, can be used for conducting segment analysis for improving customer acquisition and retention strategies.

2003, 208 pages.