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Analytical CRM

Developing and Maintaining Profitable Customer Relationships in Non-Contractual Settings

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.

This is a common scenario for many businesses such as retailers, hotels, and airlines.