3 Review(s)

The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales. Key Feature Exercises found at the end of each chapter provide a transition from theory to action whereby the instructor can lead the student in development of action plans and subsequent implementation, measurement and development of a continuous improvement strategy The authors provide up-to-date empirical findings, usually found only in research journal articles, to provide readers with the most recent information available on concepts such as service quality, loyalty programs, impact of retention on profits, etc. It is likely that even faculty immersed in the field will find new information on CRM they haven't seen before Table of Contents Part I: CRM Theory and development 1. Principles of Customer Relationship Marketing 2. History and Development of CRM 3. Relationship Marketing & Customer Relationship Management 4. Organization & CRM Part II: CRM: Impact on Sales and Marketing Strategy 5. Sales Strategy & CRM 6. CRM Technology and Sales 7. Marketing Strategy and CRM 8. CRM, Marketing Automation, & Communication Part III: Data, Information, and Knowledge Management 9. CRM and Data Management 10. Technology and Data Platforms 11. Database and Customer Data Development Part IV: CRM Evaluation 12. CRM Program Measurement & Tools Part V: Privacy, Ethics, and Global Considerations 13. Privacy Considerations & Issues Part VI: CRM New Horizons 14. The Future of CRM