This book introduces students to CRM (customer relationship management), a strategic methodology that’s being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.
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"I applaud Roger Baran and Robert Galka for breaking fresh ground in marketing education with their important new text, CRM: The Foundation of Contemporary Marketing Strategy. Most marketing textbooks devote only a chapter or a section to Customer Relationship Management. Baran and Galka rightly assert that the CRM system – which should be at the heart of successful contemporary business – deserves much more prominence in marketing education. What’s more, Baran and Galka are the ideal authors for this text as they have devoted years to the comprehensive study of CRM best practices from thought leaders in both business and academe. As pioneers in CRM teaching, Baran and Galka are sure to inspire many more professors to develop full courses focused on CRM. The text’s numerous real-world examples enliven the reading for students and instructors alike, and the extensive ancillary materials make this book an even more attractive choice."
Susan K. Jones, Professor of Marketing, Ferris State University (Big Rapids, MI, USA)
"Comprehensive, eminently readable and full of real-world, practical examples, CRM: The Foundation of Contemporary Marketing Strategy is a "must read" for any business student and a valuable guide for professors. Roger Baran and Robert Galka reveal the true nature and benefit of CRM, including the societal factors shifting companies from one-size-fits-all marketing and customer management to strategic, targeted, and value oriented exchanges. All aspects of CRM are explained, from developing a strategy to selecting and using technology, to data management and measurement and, most importantly, to building the right culture within an organization. The authors explain in detail how effective CRM can differentiate a company and bring a higher share of profits. They take us up to and beyond the present day with their knowledge of Social Media and how organizations can and must use it as part of their CRM strategy. This textbook will undoubtedly become a standard for CRM courses."
Carol Meyers, Chief Marketing Officer, Board Member and Company Advisor
"It is truly gratifying to see a textbook which has been so comprehensively researched covering the discipline. It provides a one stop shop CRM programme which is easy to read, applies the theory to professional practice and enables the reader, whether they are business students or practitioners, to readily implement the material. I am impressed with the numerous examples, strategies, diagrams charts and figures which highlight the material, particularly those applying to the use of social media in CRM. The application to the international market is especially critical to doing business in the competitive global environment. This book will be a valuable resource for all CRM managers and business executives who need to solve real-world CRM issues while providing a critical link back to marketing strategy."
Ken Lee, Director of MBA Programmes and Executive Education, Faculty of Business and Law, Auckland University of TechnologyL'autore:
Robert J. Galka is an Executive-In-Residence at DePaul University. He received his MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. His area of expertise lies in CRM, Marketing Strategy and Technology. Robert brings his academic research and 25 years of business experience into the classroom, Professional Certificate programs and to Universities as a visiting faculty in Bahrain, Taiwan, and New Zealand, with special programs in Japan. He co-authored a prior CRM text and has published a variety of supplemental materials for several publishers. His career started in Computer Science and he taught as an adjunct faculty in Computer Science for 8 years. His design of Marketing Systems brought him into a career in Marketing where he consulted across 7 vertical markets culminating as a GM leading an SBU focusing on CRM and Marketing Strategy.
Roger J. Baran is an Associate Professor of Marketing at DePaul University. He received his Ph.D. and MBA degrees from the University Of Chicago Graduate School Of Business and his BBA from the University of Notre Dame. He is a fellow of the National Opinion Research Center, has served on the U.S. Department of Commerce Census Advisory Committee of the American Marketing Association, and was Chair of the Bank Marketing Association National Research and Planning Council. Dr. Baran serves as a consultant in the area of marketing strategy and marketing research for many well-known companies in the U.S., Europe, Asia, and Middle-East. He is currently Vice-President of the Asian Forum on Business Education based in Bangkok, Thailand. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management, customer relationship management and social networking. He has served as visiting associate professor of marketing at the University of Chicago Graduate School of Business; Helsinki School of Economics and Business Administration; University of Hamburg; University of the Thai Chamber of Commerce, Siam University, and Mahidol University in Bangkok, Thailand; Kimep University in Kazakhstan and Prague School of Economics.
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Descrizione libro 2013. Soft cover. Condizione libro: New. International Edition. Book Condition: BRAND NEW. International/Eastern Economy Edition, Paperback/Softcover with SAME TITLE, AUTHOR AND EDITION as listed. ISBN and Cover design differs. **100% IDENTICAL CONTENTS as U.S Edition**. Standard Delivery within 7-14 business days ACROSS THE GLOBE. We can ship to PO Box, APO address in US. International Edition Textbooks may bear a label (Not for sale in the U.S. or Canada) or (For sale in Asia only) or similar restrictions- printed only to discourage students from obtaining an affordable copy. US Court has asserted your right to buy and use International edition. Access code/CD may not provided with these editions. We may ship the books from MULTIPLE WAREHOUSES ACROSS THE GLOBE including Asia depending upon the availability of inventory. Printed in English. Customer satisfaction guaranteed. Codice libro della libreria ABECA3280
Descrizione libro Routledge, 2013. Paperback. Condizione libro: New. book. Codice libro della libreria 0415896576
Descrizione libro Routledge, 2013. Paperback. Condizione libro: Brand New. 392 pages. 10.00x8.00x1.00 inches. In Stock. Codice libro della libreria zk0415896576
Descrizione libro Routledge, 2013. Paperback. Condizione libro: New. Codice libro della libreria P110415896576
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97804158965731.0
Descrizione libro Soft cover. Condizione libro: New. Opt EXPEDITED shipping for 2 to 4 day delivery - Brand NEW - International Edition - 1ed - SAME Contents as in US edition - SHRINKwrapped BOXpacked - There is no CD or Access Code, unless specified above - Ships from various locations. Codice libro della libreria X27