Principles of Customer Relationship Management

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.

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.