£103.77

Routledge Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

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£103.77 £73.36 £79.99 £86.63 £93.26 £99.90 £106.54 09 June 2024 04 November 2024 02 April 2025 28 August 2025 24 January 2026

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92 days 67 days 78 days 104 days 254 days · current 0 64 127 191 254 £76-82 £82-87 £87-93 £93-98 £98-104 Days at Price

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Description

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.

Product Specifications

Format
Paperback
Domain
Amazon UK
Release Date
22 February 2017
Listed Since
11 May 2016

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