Customer Relationship Management
The Foundation of Contemporary Marketing Strategy
Ranked #74 in Marketing Strategy
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.
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:
Updates that take into account the latest research and changes in organizational dynamics, business-to-business... more
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:
Updates that take into account the latest research and changes in organizational dynamics, business-to-business... more
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