Customer relationship management : the foundation of contemporary marketing strategy / / Robert J. Galka and Roger J. Baran

• Autore: Galka Robert J.
• Pubblicazione: New York ; ; London : , : Routledge, , 2017
• Edizione: Second edition.
• Descrizione fisica: 1 online resource (607 pages) : illustrations
• Disciplina: 658.8/02; 658.802
• Soggetto topico: Customer relations - Management
• Altri autori: BaranRoger J <1945-> (Roger Joseph)
• Note generali: Revised edition of CRM, 2013.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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.
• Sommario/riassunto: 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. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor's manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.
• Altri titoli varianti: CRM
• Titolo autorizzato: Customer relationship management
• ISBN: 1-315-68783-6; 1-317-41933-2; 1-317-41932-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910155144803321
• Lo trovi qui: Univ. Federico II