Roger J. Baran (USA DePaul University), Robert J. Galka (USA DePaul University)

Customer Relationship Management

The Foundation of Contemporary Marketing Strategy

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 450
• Erscheinungstermin: 15. Dezember 2016
• Englisch
• Abmessung: 233mm x 187mm x 45mm
• Gewicht: 1068g
• ISBN-13: 9781138919525
• ISBN-10: 1138919527
• Artikelnr.: 45654763

Autorenporträt

Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA. Robert J. Galka is an Executive-in-Residence at DePaul University, USA.

Inhaltsangabe

Part One: CRM Theory and Development
1. Introduction to Customer Relationship Management
2. The History and Development of CRM
3. Relationship Marketing and CRM
4. Organization and CRM
Part Two: Data Management and Technology
5. CRM and Data Management
6. Technology and Data Platforms
7. Database and Customer Data Development
Part Three: Marketing Strategy
8. Business-to-Business CRM
9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty,
Retention, and Profits
10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back
11. Privacy and Ethics Considerations
Part Four: CRM Evaluation
12. CRM Program Measurement and Tools
Part Five: CRM New Horizons
13. Social Networking and CRM
14. CRM Trends, Challenges, and Opportunities