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Princeton University Library Catalog
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Customer relationship management : the foundation of contemporary marketing strategy / Roger J. Baran and Robert J. Galka.
Author
Baran, Roger J. (Roger Joseph), 1945-
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Uniform title
CRM
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Format
Book
Language
English
Εdition
Second edition.
Published/Created
New York : Routledge, 2017.
Description
vi, 449 pages : illustrations ; 26 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
ReCAP - Remote Storage
HF5415.55 .G35 2016
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Details
Subject(s)
Relationship marketing
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Customer relations
—
Management
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Author
Galka, Robert J.
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Summary note
This text introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organisations looking to gain a competitive advantage. 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.
Notes
First edition published under the title CRM : the foundation of contemporary marketing strategy in 2013.
Bibliographic references
Includes bibliographical references and index.
Contents
CRM theory and development
Introduction to customer relationship management
The history and development of CRM
Relationship marketing and CRM
Organization and CRM
Data management and technology
CRM and data management
Technology and data platforms
Database and customer data development
Marketing strategy
Business-to-business CRM
Understanding the customer-company profit chain : satisfaction, loyalty, retention, and profits
The CRM strategy cycle : acquisition, retention, and win-back
Privacy and ethics considerations
CRM evaluation
CRM program measurement and tools
CRM new horizons
Social networking and CRM
CRM trends, challenges, and opportunities.
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ISBN
9781138919518 ((hbk.))
1138919519 ((hbk.))
9781138919525 ((pbk.))
1138919527 ((pbk.))
LCCN
2016025019
OCLC
951613722
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Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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