02170oam 2200481I 450 991015514480332120180517084117.01-315-68783-61-317-41933-21-317-41932-410.4324/9781315687834 (CKB)4340000000024003(MiAaPQ)EBC4767435(OCoLC)967736875(EXLCZ)99434000000002400320180706d2017 uy 0engurcnu||||||||rdacontentrdamediardacarrierCustomer relationship management the foundation of contemporary marketing strategy /Robert J. Galka and Roger J. BaranSecond edition.New York ;London :Routledge,2017.1 online resource (607 pages) illustrationsRevised edition of CRM, 2013.1-138-91951-9 Includes bibliographical references and index.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.CRMCustomer relationsManagementCustomer relationsManagement.658.8/02658.802Galka Robert J.1211228Baran Roger J(Roger Joseph),1945-1211229MiAaPQMiAaPQMiAaPQBOOK9910155144803321Customer relationship management2795902UNINA