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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Customer Relationship Management - The Foundation of Contemporary Marketing Strategy (Paperback, 2nd edition)
Loot Price: R3,688
Discovery Miles 36 880
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Customer Relationship Management - The Foundation of Contemporary Marketing Strategy (Paperback, 2nd edition)
Expected to ship within 10 - 15 working days
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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.
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