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Customer Relationship Management : The Foundation of Contemporary Marketing Strategy. 2nd ed. 顧客関係管理の原理 第2版
・ISBN 978-1-138-91951-8 hard GB£ 370.00
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・ISBN 978-1-138-91952-5 paper GB£ 125.00
￥39,600.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Baran, Roger J. / Galka, R. J., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2017 |
| ページ数 | 449 pp. |
| 言語 | ENG |
| ニュース番号 | ＜635-890 635-P1584＞ |
解説
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.