Customer relationship management : the foundation of contemporary marketing strategy /

This book introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact...

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Bibliographic Details
Main Author:	Baran, Roger J. (Roger Joseph), 1945-
Other Authors:	Galka, Robert J.
Format:	eBook
Language:	English
Published:	New York : Routledge, 2013.
Subjects:	Customer relations - Management. Relationship marketing. Customer relations > Management. BUSINESS & ECONOMICS / Customer Relations. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Customer Relationship Management The Foundation of Contemporary Marketing Strategy; Copyright; Contents; Preface; Section I: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; Section II:Data Management and Technology; 5 CRM and Data Management; 6 Technology and Data Platforms; 7 Database and Customer Data Development; Section III:Marketing Strategy; 8 Business-to-Business CRM
9 Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits10 The CRM Strategy Cycle: Acquisition, Retention,and Win-Back; 11 Privacy and Ethics Considerations; Section IV:CRM Evaluation; 12 CRM Program Measurement and Tools; Section V:CRM New Horizons; 13 Social Networking and CRM; 14 CRM Trends, Challenges, and Opportunities; Notes; Index