| Description |
1 online resource (405 pages) |
| 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 |
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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 |
| Summary |
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 of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exerci |
| Notes |
Print version record |
| Subject |
Relationship marketing.
|
|
Customer relations -- Management.
|
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BUSINESS & ECONOMICS -- Customer Relations.
|
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Customer relations -- Management
|
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Relationship marketing
|
| Form |
Electronic book
|
| Author |
Galka, Robert J
|
| ISBN |
9781136262470 |
|
1136262474 |
|
