TY  - BOOK
AU  - Baran,Roger J.
AU  - Galka,Robert J.
AU  - Strunk,Daniel P.
TI  - Principles of customer relationship management
SN  - 0324322380 (Student ed.)
AV  - HF 5415.55 B37P 2008
PY  - 2008///
CY  - Mason, Ohio
PB  - Thomson/South-Western
KW  - RELATIONSHIP MARKETING
KW  - TEXTBOOKS
KW  - CUSTOMER RELATIONS
KW  - MANAGEMENT
N1  - 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
ER  -