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Customer relationship management / by Roger J. Baran ; Robert J. Galka; Daniel P. Strunk

By: Baran, Roger J. (Roger Joseph), 1945-Contributor(s): Galka, Robert J | Strunk P. DanielMaterial type: Text

TextPublication details: Delhi : Cengage Learning , 2011cDescription: ix, 308 p. : ill. ; 26 cmISBN: 9788131505182 (pbk)Subject(s): Relationship marketing | Customer relations -- ManagementDDC classification: 658.802

Contents:

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.

Summary: "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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode	Item holds
Books	Namal Library Management	658.802 BAR-C 2011 11070 (Browse shelf (Opens below))	1	Available		0011070

Total holds: 0

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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.

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