Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

Description

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. Review: In-depth, practical, and relevant - So many books on technology topics are all theory with no hope of actual application to real-world business use or they are woefully outdated. Not this one! It is full of current and useable information and goes into appropriate detail on the techniques of how one would apply this to a business. Additionally, it clearly discusses the business decisions and foundational work that must be done prior to trying to implement a CRM strategy. The authors highlight the fact that CRM is not a program or service you buy - it is a strategy you embrace that helps guide many decisions along the way to getting the business insight you need to better run your business and discover the real needs of your customer and then focus on meeting those desires. Review: Good book, needed for an MS in MIS course. - How does a book manage to be so wordy yet not redundant? It has a lot of good information - but I find I have to skim to read it all! :) Anyway, I rented it as a required textbook for a Masters course. This Kindle version renders perfectly on Mac and PC for me.