5.00 crédits
30.0 h
Q2
Enseignants
Hazée Simon;
Langue
d'enseignement
d'enseignement
Anglais
Autres infos
Ce cours est enseigné en anglais. Merci de consulter la version anglaise du descriptif.
Bibliographie
Recommended readings
Textbooks and ebooks:
Scientific articles (see Moodle for an exhaustive list):
Textbooks and ebooks:
- “Customer Relationship Management: Concept, Strategy and Tools”, V. Kumar and W. Reinartz, , Springer
- “Statistical Methods in Customer Relationship Management”, V. Kumar and J. Andrew Petersen, Wiley & Sons
- “Profitable Customer Engagement: Concept, Metrics and Strategies”, V. Kumar, Sage Publication
Scientific articles (see Moodle for an exhaustive list):
- Shah et al. (2006), “The Path to Customer Centricity”, Journal of Service Research, 9(2), 113-124.
- Kumar et al. (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, 13(3), 297-310.
- de Vries et al. (2017), “Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition”, Journal of Marketing, 81, 1-15
- Kumar et al. (2015), “Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer”, Journal of Marketing, 79, 34-55.
- Datta et al. (2015), “The Challenge of Retaining Customers Acquired with Free Trials”, Journal of Marketing Research, 52, 217-234.
- Dorotic et al. (2012), “Loyalty Programs: Current Knowledge and Research Directions”, International Journal of Management Reviews, 14, 217–237
Faculté ou entité
en charge
en charge
CLSM
Programmes / formations proposant cette unité d'enseignement (UE)
Intitulé du programme
Sigle
Crédits
Prérequis
Acquis
d'apprentissage
d'apprentissage
Master [120] en sciences de gestion