Customer relationship management /

Baran, Roger J. 1945-

Customer relationship management / by Roger J. Baran ; Robert J. Galka; Daniel P. Strunk - Delhi : Cengage Learning , 2011c . - ix, 308 p. : ill. ; 26 cm.

Includes bibliographical references (p. [369]-383) and index.

SECTION 1. CRM THEORY AND DEVELOPMENT. Introduction to customer relationship management --
History and development of CRM --
Relationship marketing and customer relationship management --
Organization and CRM --
SECTION 2. DATA, INFORMATION AND TECHNOLOGY. CRM and data management --
Technology and data platforms --
Database and customer data development --
SECTION 3. CRM: IMPACT ON SALES AND MARKETING STRATEGY. Sales strategy and CRM --
CRM technology and sales --
Marketing strategy and CRM --
CRM, marketing automation, and communication --
SECTION 4. CRM EVALUATION. CRM program measurement and tools --
SECTION 5. PRIVACY, ETHICS AND FUTURE OF CRM. Privacy and ethics considerations --
The future of CRM.

"This book provides students with an understanding of Customer Relationship Management (CRM) and its application in marketing and sales. The authors demonstrate how CRM aligns business processes with strategies directed toward building customer loyalty and increasing profits."--BOOK JACKET.

9788131505182 (pbk)


Relationship marketing.
Customer relations--Management.

658.802 / BAR-C 2011 11070