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 |