1st Edition
Customer Relationship Management in the Digital Age
Part I: The Concept of Customer Relationship Management 1. CRM: The Strategic Imperatives 2. Conceptual Foundations of CRM 3. Building Customer Relationships 4. Economics of Customer Relationship Management Part II: CRM Applications in Consumer and Business Markets 5. CRM in B2C Markets 6. CRM in B2B Markets Part III: Technological Tools for Customer Relationship Management 7. Components of e-CRM Solutions 8. CRM Product Offerings 9. Contact Centers for CRM Part IV: Implementing CRM 10.The CRM Roadmap 11. Operational Issues in Implementing CRM
Biography
G. Shainesh, a Professor of Marketing at the Indian Institute of Management Bangalore (IIMB), India, has over three decades of research and teaching experience in India and abroad.
Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, USA, is a renowned scholar and internationally recognized thought leader.
Varsha Jain, AGK Chair Professor of Marketing, is the co-chair of research and dissertation at the Mudra Institute of Communication (MICA), Ahmedabad, India.
