CRM : the foundation of contemporary marketing strategy / Roger J. Baran & Robert J. Galka.
Contributor(s): Galka, Robert J.Call number: 658.812 B225C Material type: BookPublisher: New York ; London : Routledge/Taylor & Francis Group, 2013. Description: ix, 393 p. : charts.ISBN: 9780415896573 (pbk.).Subject(s): Relationship marketing | Customer relations -- Management
Section I. 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 -- Section II. Data management and technology. 5, CRM and data management. 6, Technology and data platforms. 7, Database and customer data development -- Section III. 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 -- Section IV. CRM evaluation. 12, CRM program measurement and tools -- Section V. CRM new horizons. 13, Social networking and CRM. 14, CRM trends, challenges, and opportunities.