Customer Relationship Management: The Foundation of Contemporary Marketing Strategy - medicalbooks.filipinodoctors.org

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Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

Brand: Routledge
ISBN 9781138919525
MPN: 52 colour illustrations, 40 colour table
Category: #1312418 in Paperback (Marketing)
List Price: $140.00
Price: $66.32  (Customer Reviews)
You Save: $73.68 (53%)
Dimension: 10.00 x 7.99 x 1.03 inches
Shipping Wt: 2.00 pounds. FREE Shipping (Details)
Availability: In Stock
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Product Description

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.


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