CUSTOMER RELATIONSHIP MANAGEMENT: THE FOUNDATION OF CONTEMPORARY MARKETING STRATEGY (2版)

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書名：CUSTOMER RELATIONSHIP MANAGEMENT: THE FOUNDATION OF CONTEMPORARY MARKETING STRATEGY 2/E 作者：BARAN 出版社：Taylor 出版日期：2016/12/00 ISBN：9781138919525 內容簡介 ●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 for the organization as a whole ●Cutting edge examples and images to keep readers engaged and interested ●A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers 目錄 Part One: CRM Theory and Development 1. Introduction to Customer Relationship Management 2. The History and Development of CRM 3. Relationship Marketing and CRM 4. Organization and 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 and Tools Part Five: CRM New Horizons 13. Social Networking and CRM 14. CRM Trends, Challenges, and Opportunities

eMarketing: Digital Marketing Strategy (ISE) (9版)

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簡介 The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, customer experience, digital media consumption, analytics, big data and AI, and diversity and ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organizations globally. Pedagogical features support the theoretical foundation throughout, incorporating "success stories" and "let’s get technical" boxes, as well as activities at the end of each chapter, to aid students in their understanding of, and ability to execute, successful digital marketing strategies. Highly regarded and comprehensive, this textbook is core reading for undergraduate students studying digital marketing and digital business. Online resources include PowerPoint slides and a test bank. 目錄 PART I: DIGITAL MARKETING IN CONTEXT Ch 1 Past, Present, and Future Ch 2 Strategic Digital Marketing and Performance Metrics Ch 3 The Digital Marketing Plan PART II: DIGITAL MARKETING ENVIRONMENT Ch 4 Global Digital Marketing 3.0 Ch 5 Ethical and Legal Issues PART III: DIGITAL MARKETING STRATEGY Ch 6 Digital Marketing Research Ch 7 Consumer Behavior Online Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies PART IV: DIGITAL MARKETING MANAGEMENT Ch 9 Product: The Online Offer Ch10 Price: The Online Value Ch11 The Internet for Distribution Ch12 Digital Marketing Communication: Owned Media Ch13 Digital Marketing Communication: Paid Media Ch14 Digital Marketing Communication: Earned Media Ch15 Customer Relationship Management