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Customer Relationship Management

Name: Customer Relationship Management
Brand: Taylor & Francis Ltd
SKU: 9781138919518
Price: 2140.97 PLN
Availability: InStock

Autor: Robert J. Galka, Roger Joseph Baran

Język:

Oprawa: Twarda

Wydawca: Taylor & Francis Ltd

Dostępność: 50 % szansa

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2 140.97 zł

This book balances the behavioral and database aspects of customer relationship management, providin...

Informacje o książce

Autor

Robert J. Galka, Roger Joseph Baran

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

2016

strony

456

EAN

9781138919518

ISBN

9781138919518

Enbook ID

10956105

Wydawca

Taylor & Francis Ltd

Waga

1280

Wymiary

262 x 213 x 26

Pełny opis

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.

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