This book introduces students to CRM (customer relationship management), a strategic methodology that’s being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.
"I applaud Roger Baran and Robert Galka for breaking fresh ground in marketing education with their important new text, CRM: The Foundation of Contemporary Marketing Strategy. Most marketing textbooks devote only a chapter or a section to Customer Relationship Management. Baran and Galka rightly assert that the CRM system – which should be at the heart of successful contemporary business – deserves much more prominence in marketing education. What’s more, Baran and Galka are the ideal authors for this text as they have devoted years to the comprehensive study of CRM best practices from thought leaders in both business and academe. As pioneers in CRM teaching, Baran and Galka are sure to inspire many more professors to develop full courses focused on CRM. The text’s numerous real-world examples enliven the reading for students and instructors alike, and the extensive ancillary materials make this book an even more attractive choice."
Susan K. Jones, Professor of Marketing, Ferris State University (Big Rapids, MI, USA)
"Comprehensive, eminently readable and full of real-world, practical examples, CRM: The Foundation of Contemporary Marketing Strategy is a "must read" for any business student and a valuable guide for professors. Roger Baran and Robert Galka reveal the true nature and benefit of CRM, including the societal factors shifting companies from one-size-fits-all marketing and customer management to strategic, targeted, and value oriented exchanges. All aspects of CRM are explained, from developing a strategy to selecting and using technology, to data management and measurement and, most importantly, to building the right culture within an organization. The authors explain in detail how effective CRM can differentiate a company and bring a higher share of profits. They take us up to and beyond the present day with their knowledge of Social Media and how organizations can and must use it as part of their CRM strategy. This textbook will undoubtedly become a standard for CRM courses."
Carol Meyers, Chief Marketing Officer, Board Member and Company Advisor
"It is truly gratifying to see a textbook which has been so comprehensively researched covering the discipline. It provides a one stop shop CRM programme which is easy to read, applies the theory to professional practice and enables the reader, whether they are business students or practitioners, to readily implement the material. I am impressed with the numerous examples, strategies, diagrams charts and figures which highlight the material, particularly those applying to the use of social media in CRM. The application to the international market is especially critical to doing business in the competitive global environment. This book will be a valuable resource for all CRM managers and business executives who need to solve real-world CRM issues while providing a critical link back to marketing strategy."
Ken Lee, Director of MBA Programmes and Executive Education, Faculty of Business and Law, Auckland University of Technology
Part One: CRM Theory and Development 1. Introduction to Customer Relationship Marketing 2. History and Development of CRM 3. Relationship Marketing and CRM 4. Organization & CRM Part Two: Data Management and Technology 5. CRM and Data Management 6. Technology and Data Platforms 7. Database and Customer Data Development Part Three: Marketing Strategy 8. Business-to-Business CRM 9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits 10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back 11. Privacy and Ethics Considerations Part Four: CRM EVALUATION 12. CRM Program Measurement & Tools Part Five: CRM New Horizons 13. Social Networking and CRM 14. CRM Trends, Challenges, and Opportunities
The Instructor material for this textbook is available on the Instructor Downloads Page.