Items related to Customer Relationship Management: The Foundation of...

Customer Relationship Management: The Foundation of Contemporary Marketing Strategy - Hardcover

Baran, Roger J.; Galka, Robert J.

 
9781138919518: Customer Relationship Management: The Foundation of Contemporary Marketing Strategy
Hardcover
ISBN 10: 1138919519 ISBN 13: 9781138919518
Publisher: Routledge, 2016

Synopsis

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.

Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features:

  • Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM
  • New material on big data and the use of mobile technology
  • An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today
  • A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole
  • Cutting edge examples and images to keep readers engaged and interested
  • A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers

With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.

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About the Author

Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA.

Robert J. Galka is an Executive-in-Residence at DePaul University, USA.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2016
Language
English
ISBN 10 
1138919519
ISBN 13 
9781138919518
Binding
Hardcover
Edition number
2
Number of pages
456