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e-book

Customer Relationship Management - The Foundation of Contemporary Marketing Strategy (Cód: 9482280)

Baran,Roger J.; Robert J. Galka

Taylor & Francis Ltd (Livros Digitais)

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Customer Relationship Management - The Foundation of Contemporary Marketing Strategy

R$329,85

Descrição

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'apos;s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.

Características

Peso 0.00 Kg
Produto sob encomenda Não
Marca Taylor & Francis Ltd (Livros Digitais)
Número de Páginas 456 (aproximado)
Idioma 337
Acabamento e-book
Territorialidade Internacional
Formato Livro Digital Pdf
Gratuito Não
Proteção Drm Sim
Tamanho do Arquivo 3333
Início da Venda 08/12/2016
Código do Formato Pdf
Cód. Barras 9781317419334
Número da edição 2
Ano da Publicação 2016
AutorBaran,Roger J.; Robert J. Galka