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

ISBN-10: 0415896576
ISBN-13: 9780415896573
Edition: 2013
List price: $70.99
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Description: Professors who wish to teach current best practices in this quickly growing discipline will find that by adopting this textbook with its very strong supporting material will enhance their student learning, ensure currency in topics, and reduce their  More...

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Book details

List price: $70.99
Copyright year: 2013
Publisher: Taylor & Francis Group
Publication date: 2/25/2013
Binding: Paperback
Pages: 404
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 1.848
Language: English

Professors who wish to teach current best practices in this quickly growing discipline will find that by adopting this textbook with its very strong supporting material will enhance their student learning, ensure currency in topics, and reduce their preparation and teaching efforts. Exercises found at the end of each chapter provide a transition from theory to action whereby the instructor can lead the student in development of action plans and subsequent implementation, measurement and development of a continuous improvement strategy. For instructors, this text leads the way for a truly separate course in customer relationship management. This book is THE source for a comprehensive course in CRM with the appropriate support materials for those teaching the course for the first time. Those who have already taught a course in this area will be appreciative of a cohesive package since current approaches appear to be quite fragmented. Those who have not taught the course before will be encouraged to add the class to their curriculum armed with an all-in-one kit that makes it easy to present a new subject area.

Preface
CRM Theory and Development
Introduction to Customer Relationship Management
The History and Development of CRM
Relationship Marketing and CRM
Organization and CRM
Data Management and Technology
CRM and Data Management
Technology and Data Platforms
Database and Customer Data Development
Marketing Strategy
Business-to-Business CRM
Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits
The CRM Strategy Cycle: Acquisition, Retention, and Win-Back
Privacy and Ethics Considerations
CRM Evaluation
CRM Program Measurement and Tools
CRM New Horizons
Social Networking and CRM
CRM Trends, Challenges, and Opportunities
Notes
Index

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