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:
With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management.
頁數:456
版次:第2版
年份:2017年
規格:平裝/雙色
ISBN:9781138919525
Part One: CRM Theory and Development
1. Introduction to Customer Relationship Management
2. The History and Development of CRM
3. Relationship Marketing and CRM
4. Organization and CRM
Part Two: Data Management and Technology
5. CRM and Data Management
6. Technology and Data Platforms
7. Database and Customer Data Development
Part Three: Marketing Strategy
8. Business-to-Business CRM
9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits
10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back
11. Privacy and Ethics Considerations
Part Four: CRM Evaluation
12. CRM Program Measurement and Tools
Part Five: CRM New Horizons
13. Social Networking and CRM
14. CRM Trends, Challenges, and Opportunities