Customer Relationship Management (Paperback)

Robert J. Galka

ISBN 10: 1138919527 / ISBN 13: 9781138919525

Published by Taylor & Francis Ltd, London, 2016

About this Item

Paperback. 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 CRMNew material on big data and the use of mobile technologyAn overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management todayA broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a wholeCutting edge examples and images to keep readers engaged and interestedA complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customersWith 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 instructors manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

Seller Inventory # 9781138919525

Bibliographic Details

• Title: Customer Relationship Management (Paperback)
• Publisher: Taylor & Francis Ltd, London
• Publication Date: 2016
• Language: English
• ISBN 10: 1138919527
• ISBN 13: 9781138919525
• Binding: Paperback
• Edition: 2nd Edition
• Condition: new

About this title

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.

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.