Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

Name: Customer Relationship Management: The Foundation of Contemporary Marketing Strategy
Brand: Taylor & Francis
SKU: 9781138919518
Price: 30712.0 INR
Availability: InStock

by Roger J. Baran

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ISBN13: 9781138919518
Binding: Hardcover
Subject: N/A
Publisher: Taylor & Francis
Publisher Imprint: Routledge
Publication Date: February 22, 2017
Pages: 456
Original Price: GBP 370.0
Language: English
Edition: Revised
Item Weight: 1280 grams
BISAC Subject(s): Customer Relations and Marketing / General

About The Book

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.

About The Author

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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