Customer relationship management : the foundation of contemporary marketing strategy

Customer relationship management the foundation of contemporary marketing strategy

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 d...

Ausführliche Beschreibung

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Bibliographische Detailangaben
1. Verfasser: Baran, Roger J. (VerfasserIn)
Weitere Verfasser: Galka, Robert J. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: New York, London Routledge, Taylor and Francis Group 2017
Ausgabe:Second edition
Schlagworte:
Beziehungsmarketing > Customer relations > Management > Lehrbuch > Kundenmanagement
Online Zugang:Inhaltsverzeichnis
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Beschreibung
Zusammenfassung: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
Beschreibung:First edition published by Routledge 2013
Beschreibung:vi, 449 Seiten
Illustrationen, Diagramme
ISBN:9781138919525
978-1-138-91952-5
9781138919518
978-1-138-91951-8