Full Product Details
Author: Roger J. Baran (DePaul University, USA) ,
Robert J. Galka (DePaul University, USA)
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Edition: 2nd edition
Weight: 1.040kg
ISBN: 9781138919525
ISBN 10: 1138919527
Pages: 450
Publication Date: 15 December 2016
Audience:
College/higher education
,
Tertiary & Higher Education
,
Undergraduate
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Baran and Galka have written a CRM text that accomplishes what we need. They organize and describe what we know, integrate the knowledge and point to where it will be going, then tie it all in an easy-to-read, appealing package. CRM is not going away and good books on it are hard to find, but this is one of them. Richard Feinberg, Purdue University, USA An excellent book that is both very informative and also interesting to read. It covers the whole cycle, from having the correct marketing strategy that fits the organisation and its workforce to the technological requirements for successful CRM. It should be on every B2B marketing director's bookshelf. Julie McKeown, Aberystwyth University, UK The reality of today is that if you're a strategist thinking about how to differentiate your business and you're not thinking about the customer experience through CRM , you're probably missing out on a very important lever. CRM has come of age and this book provides the tools and techniques, blending technology with business to craft an integrated CRM strategy. Ken Lee, Auckland University of Technology, Australia
Baran and Galka have written a CRM text that accomplishes what we need. They organize and describe what we know, integrate the knowledge and point to where it will be going, then tie it all in an easy-to-read, appealing package. CRM is not going away and good books on it are hard to find, but this is one of them. Richard Feinberg, Purdue University, USA An excellent book that is both very informative and also interesting to read. It covers the whole cycle, from having the correct marketing strategy that fits the organisation and its workforce to the technological requirements for successful CRM. It should be on every B2B marketing director's bookshelf. Julie McKeown, Aberystwyth University, UK The reality of today is that if you're a strategist thinking about how to differentiate your business and you're not thinking about the customer experience through CRM , you're probably missing out on a very important lever. CRM has come of age and this book provides the tools and techniques, blending technology with business to craft an integrated CRM strategy. Ken Lee, Auckland University of Technology, Australia Baran and Galka offer the most practical, actionable advice on what CRM is and how to make it work for your customers and company. In this second edition, they provide more cutting-edge how-to's as well as success stories from firms in a wide variety of industries. These authors are my CRM gurus! Susan K. Jones, Ferris State University and Susan K. Jones & Associates, USA
Author Information
Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA. Robert J. Galka is an Executive-in-Residence at DePaul University, USA.
