Customer Relationship Management: The Foundation of Contemporary Marketing Strategy - Hardcover

Baran, Roger J.; Galka, Robert J.

 
9781138919518: Customer Relationship Management: The Foundation of Contemporary Marketing Strategy
Hardcover
ISBN 10: 1138919519 ISBN 13: 9781138919518
Verlag: Routledge, 2016

Inhaltsangabe

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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Über die Autorin bzw. den Autor

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.

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Verlag
Routledge
Erscheinungsdatum
2016
Sprache
Englisch
ISBN 10 
1138919519
ISBN 13 
9781138919518
Einband
Gebundene Ausgabe
Auflage
2
Anzahl der Seiten
449
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

Weitere beliebte Ausgaben desselben Titels

9781138919525: Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

Vorgestellte Ausgabe

ISBN 10:  1138919527 ISBN 13:  9781138919525
Verlag: Routledge, 2017
Softcover