Title:
Customer relationship management : the foundation of contemporary marketing strategy / Roger J. Baran and Robert J. Galka. CRM
CRM CRM
CRM CRM
Author:
Galka, Robert J., author.
Baran, Roger J. (Roger Joseph), 1945- author.
Baran, Roger J. (Roger Joseph), 1945- CRM
General Notes:
Revised edition of CRM, 2013., Revised edition of CRM, 2013.
Publisher:
Routledge, Taylor & Francis Group,
Publication Place:
New York :
ISBN:
9781138919518 (hbk)
9781138919525 (pbk)
9781315687834 (ebk)
9781315687834 (ebk)
9781317419334 (web PDF)
9781317419327 (ePub)
9781317419310 (mobi/kindle)
Subject:
Customer relations -- Management.
Edition:
Second Edition.
Contents:
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.
Physical Description:
vi, 449 pages ;
Publication Date:
2017.
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