Principles of customer relationship management / [book]
Baran, Roger J.
Principles of customer relationship management / [book] Roger J. Baran - Mason, Ohio : Thomson/South-Western, 2008 - xvi, 511 p. : ill. ; 26 cm.
Includes glossary 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
0324322380 (Student ed.) 615 Bht. 9780324322385 (Student ed.)
RELATIONSHIP MARKETING--TEXTBOOKS
CUSTOMER RELATIONS--MANAGEMENT
HF 5415.55 / B37P 2008
Principles of customer relationship management / [book] Roger J. Baran - Mason, Ohio : Thomson/South-Western, 2008 - xvi, 511 p. : ill. ; 26 cm.
Includes glossary 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
0324322380 (Student ed.) 615 Bht. 9780324322385 (Student ed.)
RELATIONSHIP MARKETING--TEXTBOOKS
CUSTOMER RELATIONS--MANAGEMENT
HF 5415.55 / B37P 2008