CRM: The Foundation of Contemporary Marketing Strategy

This book introduces students to CRM (customer relationship management), a strategic methodology that’s being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.

Robert J. Galka is an Executive-In-Residence at DePaul University. He received his MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. His area of expertise lies in CRM, Marketing Strategy and Technology. Robert brings his academic research and 25 years of business experience into the classroom, Professional Certificate programs and to Universities as a visiting faculty in Bahrain, Taiwan, and New Zealand, with special programs in Japan. He co-authored a prior CRM text and has published a variety of supplemental materials for several publishers. His career started in Computer Science and he taught as an adjunct faculty in Computer Science for 8 years. His design of Marketing Systems brought him into a career in Marketing where he consulted across 7 vertical markets culminating as a GM leading an SBU focusing on CRM and Marketing Strategy.

Roger J. Baran is an Associate Professor of Marketing at DePaul University. He received his Ph.D. and MBA degrees from the University Of Chicago Graduate School Of Business and his BBA from the University of Notre Dame. 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. Dr. Baran serves 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. He is currently Vice-President of the Asian Forum on Business Education based in Bangkok, Thailand. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management, customer relationship management and social networking. He has served as visiting associate professor of marketing at the University of Chicago Graduate School of Business; Helsinki School of Economics and Business Administration; University of Hamburg; University of the Thai Chamber of Commerce, Siam University, and Mahidol University in Bangkok, Thailand; Kimep University in Kazakhstan and Prague School of Economics.