Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

2017 | Business & Finance

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.

Robert J. Galka (Author)

Roger Joseph Baran (Author)