Customer Relationship Management - The Foundation of Contemporary Marketing Strategy

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.

Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features:

• Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM
• New material on big data and the use of mobile technology
• An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today
• A broader discussion of the relationship between CRM and the marketing function, as well as its implications fo