Customer Relationship Management The Foundation Of Contemporary Marketing Strategy Second Edition 2nd Roger J Baran by Roger J. Baran, Robert J. Galka instant download after payment.

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