Description
| Product ID: | 9781138919525 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Title: | Customer Relationship Management |
| Subtitle: | The Foundation of Contemporary Marketing Strategy |
| Authors: | Author: Robert J. Galka, Roger J. Baran |
| Page Count: | 450 |
| Subjects: | Occupational and industrial psychology, Occupational & industrial psychology, Knowledge management, Sales and marketing, Advertising, Knowledge management, Sales & marketing, Advertising |
| Description: | Select Guide Rating 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. 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:
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. |
| Imprint Name: | Routledge |
| Publisher Name: | Taylor & Francis Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2016-12-15 |
