Customer Relationship Management Ebook Tooltip Ebooks kunnen worden gelezen op uw computer en op daarvoor geschikte e-readers. The Foundation of Contemporary Marketing Strategy
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- Engels
- E-book
- 9781317419327
- 08 december 2016
- Adobe ePub
Samenvatting
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
- A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole
- Cutting edge examples and images to keep readers engaged and interested
- A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers
With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.
Productspecificaties
Inhoud
- Taal
- en
- Bindwijze
- E-book
- Oorspronkelijke releasedatum
- 08 december 2016
- Ebook Formaat
- Adobe ePub
- Illustraties
- Nee
Betrokkenen
- Hoofdauteur
- Roger J. Baran
- Tweede Auteur
- Robert J. Galka
- Hoofduitgeverij
- Routledge
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- Nee
EAN
- EAN
- 9781317419327
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