Customer relationship management : the foundation of contemporary marketing strategy / Roger J. Baran and Robert J. Galka.

Author
Baran, Roger J. (Roger Joseph), 1945- [Browse]
Uniform title
Format
Book
Language
English
Εdition
Second edition.
Published/​Created
New York : Routledge, 2017.
Description
vi, 449 pages : illustrations ; 26 cm

Availability

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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.
    ISBN
    • 9781138919518 ((hbk.))
    • 1138919519 ((hbk.))
    • 9781138919525 ((pbk.))
    • 1138919527 ((pbk.))
    LCCN
    2016025019
    OCLC
    951613722
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