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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
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【簡介】 Marketing Management Gain an understanding of the vibrant, challenging environment facing marketers today as Iacobuccis MARKETING MANAGEMENT, 6E presents an intriguing, guiding framework that clearly illustrates how core concepts fit together. This updated and complete overview of marketing management uses a captivating style and engaging presentation that you will actually enjoy reading. Learn how to make meaningful decisions and construct useful, practical marketing plans to help companies succeed. Revised chapters, updated explanations, new mini-cases and the latest examples depict global marketing, ethics and social media marketing in action. This edition emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions. Leading cases from Harvard, Darden and Ivey further reinforce the relevance of what you are learning. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success. 【目錄】
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Global Marketing Management 9/e +作者:Kotabe +年份:2023 年9 版 +ISBN:9781119888765 +書號:MB0735P +規格:平裝/單色 +頁數:800 +出版商:John Wiley 內容簡介 Offers updated, contemporary examples throughout the book Explores the tension between pursuing economies of scale and respecting unique cultural sensitivities in various regions Discusses major global environmental and ethical issues, including climate change and child labor Presents new and updated long case studies of real-world international marketing 目錄 1 Globalization Imperative 2 Economic Environment 3 Financial Environment 4 Global Cultural Environment and Buying Behavior 5 Political and Legal Environment 6 Global Marketing Research 7 Global Segmentation and Positioning 8 Global Marketing Strategies 9 Global Market Entry Strategies 10 Global Product Policy Decisions I: Developing New Products for Global Markets 11 Global Product Policy Decisions II: Marketing Products and Services 12 Global Pricing 13 Global Communication Strategies 14 Sales Management 15 Global Logistics and Distribution 16 Export and Import Management 17 Planning, Organization, and Control of Global Marketing Operations 18 Marketing Strategies for Emerging Markets 19 Global Marketing and the Internet 20 Sustainable Marketing in the Global Marketplace
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