Customer Relationship Management
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Werner J. Reinartz is Associate Professor of Marketing at INSEAD in France.


The material for this course consists out of:

  • course pack from printshop
  • supplementary readings book: "Managing Profitable Customer Relationships"

There is no text book required for this course

Optional books for further reading include:

  • Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas, (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Boston: Harvard Business School Press.
  • Rust, Roland T., Valarie A. Zeithaml, and Katherine Lemon (2000), Driving Customer Equity. New York: The Free Press.
  • Swift, Ronald (2001), Accelerating Customer Relationships. Using CRM and Relationship Techniques. Upper Saddle River, NJ: Prentice Hall.
  • Dyche, Jill (2002), The CRM Handbook. Upper Saddle River, NJ: Addison Wesley.

Optional book for data analysis (on reserve at Doriot Library):

  • Pallant, Julie F., "SPSS Survival Manual: a Step by Step Guide to Data Analysis Using SPSS for Windows" [call number HA32.P35 2001]
Course Calendar:
August 25
Class 1
Course Introduction
September 1
Class 2/3
Strategic CRM in B-to-C
September 6
Class 4
CRM Implementation in B-to-B (I)
September 8
Class 5
Customer Loyalty and loyalty programs
September 13
Class 6
Guest Speaker:  Carson Booth, Director IT, Starwood Hotels Europe
September 15
Class 7
Building lasting relationships through service offerings
September 20
Class 8
CRM in fast moving consumer goods
September 22
Class 9
Intro to customer profitability analysis
September 24
Class 10
Customer profitability analysis II
September 27
Class 11
Customer profitability Analysis III
September 29
Class 12
Satisfaction-Profit Chain
October 4
Class 13
Constructing your Own Satisfaction-Profit Chain
October 6
Class 14
Allocating Resources to Customers
October 8
Class 15/16
Group Presentations


This page last updated July 29, 2004

© 2004 by Werner Reinartz, INSEAD, Fontainebleau.