Customer Relationship Management (2^nd Ed.) The Foundation of Contemporary Marketing Strategy

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.

Part One: CRM Theory and Development

1. Introduction to Customer Relationship Management

2. The History and Development of CRM

3. Relationship Marketing and CRM

4. Organization and CRM

Part Two: Data Management and Technology

5. CRM and Data Management

6. Technology and Data Platforms

7. Database and Customer Data Development

Part Three: Marketing Strategy

8. Business-to-Business CRM

9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits

10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

11. Privacy and Ethics Considerations

Part Four: CRM Evaluation

12. CRM Program Measurement and Tools

Part Five: CRM New Horizons

13. Social Networking and CRM

14. CRM Trends, Challenges, and Opportunities

Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA.

Robert J. Galka is an Executive-in-Residence at DePaul University, USA.