Principles of Customer Relationship Management - Hardcover

Baran, Roger J.; Galka, Robert J.; Strunk, Daniel P.

Hardcover

ISBN 10: 0324322380 ISBN 13: 9780324322385

Publisher: South-Western Pub, 2007

Synopsis

The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.

About this title

About the Author

Dr. Roger Baran received his Ph.D. and M.B.A. degrees from the University of Chicago Graduate School of Business and his B.B.A. (cum laude) from the University of Notre Dame. His dissertation was awarded first prize by the American Marketing Association in the North America competition. He is a fellow of the National Opinion Research Center, has served on the U.S. Department of Commerce Census Advisory Committee of the American Marketing Association, and was Chair of the Bank Marketing Association National Research and Planning Council. He currently serves as Executive Vice-President of the Asian Forum on Business Education. Dr. Baran joined DePaul University after serving as Director of Marketing Research at Continental Bank of Chicago. For seven years he served as DePaul's Director of Asian and Middle East Graduate Programs, managing its M.B.A. programs in Hong Kong and Bahrain. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management and customer relationship management. Dr. Baran co-authored the first textbook on CUSTOMER RELATIONSHIP MANAGEMENT (Thomson Southwestern 2008). His book, PRACTICAL BANK MARKETING RESEARCH, was the first book published by the Bank Marketing Association dealing exclusively with this topic. He has published in numerous marketing, banking and international journals. Dr. Baran has served as a consultant in the area of marketing strategy and marketing research for many well-known companies in the U.S., Europe, Asia, and Middle East.

Review

"I applaud Roger Baran and Robert Galka for breaking fresh ground in marketing education with their important new text, CRM: The Foundation of Contemporary Marketing Strategy. Most marketing textbooks devote only a chapter or a section to Customer Relationship Management. Baran and Galka rightly assert that the CRM system – which should be at the heart of successful contemporary business – deserves much more prominence in marketing education. What’s more, Baran and Galka are the ideal authors for this text as they have devoted years to the comprehensive study of CRM best practices from thought leaders in both business and academe. As pioneers in CRM teaching, Baran and Galka are sure to inspire many more professors to develop full courses focused on CRM. The text’s numerous real-world examples enliven the reading for students and instructors alike, and the extensive ancillary materials make this book an even more attractive choice."

Susan K. Jones, Professor of Marketing, Ferris State University (Big Rapids, MI, USA)

"Comprehensive, eminently readable and full of real-world, practical examples, CRM: The Foundation of Contemporary Marketing Strategy is a "must read" for any business student and a valuable guide for professors. Roger Baran and Robert Galka reveal the true nature and benefit of CRM, including the societal factors shifting companies from one-size-fits-all marketing and customer management to strategic, targeted, and value oriented exchanges. All aspects of CRM are explained, from developing a strategy to selecting and using technology, to data management and measurement and, most importantly, to building the right culture within an organization. The authors explain in detail how effective CRM can differentiate a company and bring a higher share of profits. They take us up to and beyond the present day with their knowledge of Social Media and how organizations can and must use it as part of their CRM strategy. This textbook will undoubtedly become a standard for CRM courses."

Carol Meyers, Chief Marketing Officer, Board Member and Company Advisor

"It is truly gratifying to see a textbook which has been so comprehensively researched covering the discipline. It provides a one stop shop CRM programme which is easy to read, applies the theory to professional practice and enables the reader, whether they are business students or practitioners, to readily implement the material. I am impressed with the numerous examples, strategies, diagrams charts and figures which highlight the material, particularly those applying to the use of social media in CRM. The application to the international market is especially critical to doing business in the competitive global environment. This book will be a valuable resource for all CRM managers and business executives who need to solve real-world CRM issues while providing a critical link back to marketing strategy."

Ken Lee, Director of MBA Programmes and Executive Education, Faculty of Business and Law, Auckland University of Technology

Edition details

• Publisher: South-Western Pub
• Publication date: 2007
• Language: English
• ISBN 10: 0324322380
• ISBN 13: 9780324322385
• Binding: Hardcover
• Edition number: 1
• Number of pages: 511