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

Name: CRM (Customer Relationship Management) The Foundation of Contemporary Marketing Strategy
Price: 3.06 USD
Availability: InStock
ISBN: 9780415896573

ISBN-10: 0415896576

ISBN-13: 9780415896573

Edition: 2013

Authors: Roger J. Baran, Robert J. Galka

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 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…

Book details

List price: $70.99
Copyright year: 2013
Publisher: Taylor & Francis Group
Publication date: 3/20/2013
Binding: Paperback
Pages: 404
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 1.694
Language: English



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