Principles of customer relationship management / Roger J. Baran, Robert J. Galka, Daniel P. Strunk.
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TextPublication details: Mason, Ohio : Thomson/South-Western, c2008.Edition: Student edDescription: xvi, 511 p. : ill. ; 26 cmISBN: - 0324322380 (Student ed.)
- 9780324322385 (Student ed.)
- HF5415.55 .B36 2008
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| HF5001.H315 Vol.88 Issue.No.6 Harvard Business Review : the Graduate School of Business Administration, Harvard University. | HF5001.H315 Vol.88 Issue.No.9 Harvard Business Review : the Graduate School of Business Administration, Harvard University. | HF5001.H315 Vol.88 Issue.No1 Harvard Business Review : the Graduate School of Business Administration, Harvard University. | HF5415.55B36 2008 Principles of customer relationship management / | HF5415.A2J6 2007 Vol.71 Issue.No3 Journal of marketingk : American Marketing Association . | HF5415.A2J6 2007 Vol.71 Issue.No4 Journal of marketingk : American Marketing Association . | HF5415.A2J6 2008 Vol.72 Issue.No1 Journal of marketingk : American Marketing Association . |
Includes bibliographical references and index.
Part One: CRM THEORY AND DEVELOPMENT. 1. Principles of Customer Relationship Marketing. 2. History and Development of CRM. 3. Relationship Marketing & Customer Relationship Management. 4. Organization & CRM. Part Two: DATA, INFORMATION, AND KNOWLEDGE MANAGEMENT. 5. CRM and Data Management. 6. Technology and Data Platforms. 7. Database and Customer Data Development. Part Three: CRM: IMPACT ON SALES AND MARKETING STRATEGY. 8. Sales Strategy & CRM. 9. CRM Technology and Sales. 10. Marketing Strategy and CRM. 11. CRM, Marketing Automation, & Communication. Part Four: CRM EVALUATION. 12. CRM Program Measurement & Tools. Part Five: PRIVACY, ETHICS, AND GLOBAL CONSIDERATIONS. 13. Privacy Considerations & Issues. Part Six: CRM NEW HORIZONS. 14. The Future of CRM.
The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
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