Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, Edition 2

Routledge
Free sample

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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Additional Information

Publisher
Routledge
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Published on
Dec 8, 2016
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Pages
456
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ISBN
9781317419327
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Language
English
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Genres
Business & Economics / Customer Relations
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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THE PROVEN MODEL FOR DRIVING POSITIVE ORGANIZATIONAL CHANGE

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From the Hardcover edition.
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