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.
Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA. Robert J. Galka is an Executive-in-Residence at DePaul University, USA.
Part One: 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 Part Two: Data Management and Technology 5. CRM and Data Management 6. Technology and Data Platforms 7. Database and Customer Data Development Part Three: Marketing Strategy 8. Business-to-Business CRM 9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits 10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back 11. Privacy and Ethics Considerations Part Four: CRM Evaluation 12. CRM Program Measurement and Tools Part Five: CRM New Horizons 13. Social Networking and CRM 14. CRM Trends, Challenges, and Opportunities