CRM (Customer Relationship Management) The Foundation of Contemporary Marketing Strategy

Name: CRM (Customer Relationship Management) The Foundation of Contemporary Marketing Strategy
Price: 25.65 USD
Availability: InStock
ISBN: 9780324322385

ISBN-10: 0324322380

ISBN-13: 9780324322385

Edition: 2008

Authors: Roger J. Baran, Daniel P. Strunk, Robert J. Galka

List price: $245.95

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The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.

Book details

List price: $245.95
Copyright year: 2008
Publisher: Cengage South-Western
Publication date: 3/29/2007
Binding: Hardcover
Pages: 528
Size: 8.50" wide x 10.25" long x 0.75" tall
Weight: 2.486
Language: English




CRM Theory and Development



Principles of Customer Relationship Marketing



History and Development of CRM



Relationship Marketing & Customer Relationship Management



Organization & CRM



Data, Information, and Knowledge Management



CRM and Data Management



Technology and Data Platforms



Database and Customer Data Development



CRM: Impact on Sales and Marketing Strategy



Sales Strategy & CRM



CRM Technology and Sales



Marketing Strategy and CRM



CRM, Marketing Automation, & Communication



CRM Evaluation



CRM Program Measurement & Tools



Privacy, Ethics, and Global Considerations



Privacy Considerations & Issues



CRM New Horizons



The Future of CRM