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.
This book presents an extensive treatment of the strategic and tactical aspects of customer relationship management as we know it today.
This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the ...
Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management .
Gregory continues: 'We are in a very, very competitive marketplace and if we had continued to operate in the way that we used to where 80 per cent of our profits came from 20 per cent of our customers, this rule would still apply.
This book succinctly explains the cardinal principles of effective customer relationship management (CRM) _acquiring, retaining and expanding customer base.
Customer relationships management: A strategic approach supplies easy-to-apply sloutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective and how to create ...
This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today.
Toyota became the benchmark in the car industry for quality and low cost . The same , however , cannot be said for mass customisation , Toyota's latest pioneering effort . With US companies finally catching up , Toyota's top managers ...
Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM).
This text is intended for the students of masters in business administration (MBA) and those pursuing postgraduate diploma in marketing management (PGDMM). Besides, the book should prove to be a useful reference for marketing professionals.