Customer relationship management : the foundation of contemporary marketing strategy /
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...
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| Main Authors: | , |
|---|---|
| Format: | Specialized reference book |
| Language: | English |
| Published: |
New York :
Routledge ,
2017 .
|
| Edition: | Second Edition. |
| Subjects: | |
| Online Access: | https://dlib.phenikaa-uni.edu.vn/handle/PNK/1643 |
| Tags: |
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|---|---|---|---|
| 005 | 20210609105210.0 | ||
| 008 | 160610s2017 nyu 000 0 eng | ||
| 999 | |c 5039 |d 5039 | ||
| 020 | |a 9781138919525 |c 2840251đ | ||
| 040 | |a Phenikaa Uni |b eng |e aacr2 |c Phenikaa Uni | ||
| 041 | |a eng | ||
| 044 | |a nyu | ||
| 082 | 0 | 0 | |a 658.8 |2 23 |b C521T 2017 |
| 100 | 1 | |a Galka, Robert J., |e author. | |
| 245 | 1 | 0 | |a Customer relationship management : |b the foundation of contemporary marketing strategy / |c Roger J. Baran and Robert J. Galka. |
| 250 | |a Second Edition. | ||
| 260 | |a New York : |b Routledge , |c 2017 . | ||
| 300 | |a vi, 449 pages ; |c 26 cm. | ||
| 500 | |a Tài liệu Online năm xuất bản 2016 | ||
| 520 | 3 | |a 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. | |
| 521 | |a Revised edition of CRM, 2013. | ||
| 650 | 0 | |a Customer relations |x Management. | |
| 653 | |a Quan hệ khách hàng | ||
| 700 | 1 | |a Baran, Roger J. |q (Roger Joseph), |d 1945- |e author. | |
| 700 | 1 | |a Baran, Roger J. |q (Roger Joseph), |d 1945- |t CRM | |
| 856 | |u https://dlib.phenikaa-uni.edu.vn/handle/PNK/1643 | ||
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