Customer Relationship Management

Name: Customer Relationship Management
Brand: Taylor & Francis Ltd
SKU: 9781138919525
Price: 177.27 EUR
Availability: InStock

Автор: Robert J. Galka, Roger Joseph Baran

Език:

Корици: С меки корици

Издател: Taylor & Francis Ltd

Наличност: 50% вероятност

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177.27 € 346.70 лв

This book balances the behavioral and database aspects of customer relationship management, providin...

Информация за книгата

Автор

Robert J. Galka, Roger Joseph Baran

Език

Английски език

Корици

Книга - С меки корици

Издадена

2016

страници

450

EAN

9781138919525

ISBN

9781138919525

Enbook ID

10956106

Издател

Taylor & Francis Ltd

Теглоt

1078

Размери

203 x 254 x 20

Пълно описание

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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