| Edition |
2nd ed |
| Description |
vi,449 p: ill; 26 cm. |
| Note |
Revised edition of CRM, 2013. |
|
Includes index. |
| Contents |
CRM theory and development -- Introduction to customer relationship management -- The history and development of CRM -- Relationship marketing and CRM -- Organization and CRM -- Data management and technology -- CRM and data management -- Technology and data platforms -- Database and customer data development -- Marketing strategy -- Business-to-business CRM -- Understanding the customer-company profit chain : satisfaction, loyalty, retention, and profits -- The CRM strategy cycle : acquisition, retention, and win-back -- Privacy and ethics considerations -- CRM evaluation -- CRM program measurement and tools -- CRM new horizons -- Social networking and CRM -- CRM trends, challenges, and opportunities. |
| Subject |
Customer relations -- Management
|
| Added Author |
Baran, Roger J. (Roger Joseph), 1945
|
|
Baran, Roger J. (Roger Joseph), 1945
|
| ISBN |
9781138919518 |
|
9781138919525 (pbk) |
|
9781315687834 (ebk) |
|
9781315687834 (ebk) |
|
9781317419334 (web PDF) |
|
9781317419327 (ePub) |
|
