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

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