Customer Relationship Management: The Foundation of Contemporary Marketing Strategy

Authors: Roger J. Baran, Robert J. Galka Publisher: Routledge Edition: 2 Publish Year: 2016 ISBN: 9781138919525 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