Can I read Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, 2e on EtoBox?

Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, 2e by Roger J. Baran; Robert J. Galka is a book available to read on EtoBox.

What is Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, 2e about?

This text introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organisations looking to gain a competitive advantage. 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 image

Author

Roger J. Baran; Robert J. Galka

Publisher

Taylor & Francis Group; Routledge

Published

2016

Language

EN

ISBN

9781138919525

Subjects

Business, Marketing, Management