Customer relationship management : the foundation of contemporary marketing strategy / / Robert J. Galka and Roger J. Baran
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| Autore: |
Galka Robert J.
|
| Titolo: |
Customer relationship management : the foundation of contemporary marketing strategy / / Robert J. Galka and Roger J. Baran
|
| 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. |
| 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 |
| Opac: | Controlla la disponibilità qui |