CRM: The Foundation of Contemporary Marketing Strategy

2,6 valoración promedio
( 5 valoraciones por GoodReads )
 
9780415896573: CRM: The Foundation of Contemporary Marketing Strategy
Review:

"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 Technology

From the Publisher:

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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Baran, Roger J.; Galka, Robert J.
Editorial: Routledge (2013)
ISBN 10: 0415896576 ISBN 13: 9780415896573
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Baran, Roger J.; Galka, Robert J.
Editorial: Routledge (2013)
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Descripción Routledge, 2013. Estado de conservación: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: "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 Technology. Nº de ref. de la librería ABE_book_new_0415896576

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Baran, Roger J.; Galka, Robert J.
Editorial: Taylor & Francis Ltd 2013-03-20, London (2013)
ISBN 10: 0415896576 ISBN 13: 9780415896573
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Descripción Taylor & Francis Ltd 2013-03-20, London, 2013. paperback. Estado de conservación: New. Nº de ref. de la librería 9780415896573

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Baran, Roger J.; Galka, Robert J.
Editorial: Routledge (2013)
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Descripción Routledge, 2013. Estado de conservación: New. Bookseller Inventory # ST0415896576. Nº de ref. de la librería ST0415896576

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Baran, Roger J.; Galka, Robert J.
Editorial: Taylor & Francis Ltd
ISBN 10: 0415896576 ISBN 13: 9780415896573
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Descripción Taylor & Francis Ltd. Paperback. Estado de conservación: new. BRAND NEW, CRM: The Foundation of Contemporary Marketing Strategy, Roger Joseph Baran, Robert J. Galka, 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. Nº de ref. de la librería B9780415896573

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Baran, Roger J.; Galka, Robert J.
Editorial: Routledge (2013)
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Descripción Routledge, 2013. Paperback. Estado de conservación: New. Brand New Book. Shipping: Once your order has been confirmed and payment received, your order will then be processed. The book will be located by our staff, packaged and despatched to you as quickly as possible. From time to time, items get mislaid en route. If your item fails to arrive, please contact us first. We will endeavour to trace the item for you and where necessary, replace or refund the item. Please do not leave negative feedback without contacting us first. All orders will be dispatched within two working days. If you have any quesions please contact us. Nº de ref. de la librería V9780415896573

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Baran, Roger J.; Galka, Robert J.
Editorial: Routledge (2013)
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Descripción Routledge, 2013. Paperback. Estado de conservación: NEW. 9780415896573 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Nº de ref. de la librería HTANDREE0174453

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