Customer Relationship Management Av Roger J. (depaul University Chicago Il Usa) Baran, Robert J. Galka

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. <P></P><P>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:</P><P></P><UL><P><LI>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</LI><LI>New material on big data and the use of mobile technology</LI><LI>An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today</LI><LI>A broader discussion of the relationship between CRM and the marketing function, as well as its implications fo

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