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Part I: Defining CRM
Chapter 1 Hello, Goodbye: The New Spin on Customer Loyalty
The Cost of Acquiring Customers
From Customer Acquisition to Customer Loyalty
… to Optimizing the Customer Experience
How the Internet Changed the Rules
What’s In a Name?
CRM and Business Intelligence
The Manager’s Bottom Line
Chapter 2 CRM in Marketing
From Product to Customer: A Marketing Retrospective
Relationship Marketing and One-to-One
CRM Marketing Initiatives
Cross-Selling and Up-Selling
Customer Profitability and Value Modeling
Customer Privacy—One-to-One’s Saboteur? ...