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