CUSTOMER RELATIONSHIP MARKETING

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"Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators." Dr Linda L Price University of Wyoming, and Editor, Journal of Consumer Research Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in business-to-customer (B2C) marketing over the last three decades In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee–customer engagement theories and strategies In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, and CIV models In Chapter 7, we first discuss brand equity from the firm's perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty In Chapter 8, we discuss the linkage between corporate reputation and customer–brand relationship In Chapter 9, we discuss the ethical foundations of customer relationship marketing In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities The Supplementary Materials for this book are: Instructor's Manual (IM) PowerPoint slides Test bank

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