CRM
Routledge (Verlag)
978-0-415-89656-6 (ISBN)
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Robert J. Galka is an Executive-In-Residence at DePaul University. He received his MBA from Northwestern University’s J.L. Kellogg Graduate School of Management. His area of expertise lies in CRM, Marketing Strategy and Technology. Robert brings his academic research and 25 years of business experience into the classroom, Professional Certificate programs and to Universities as a visiting faculty in Bahrain, Taiwan, and New Zealand, with special programs in Japan. He co-authored a prior CRM text and has published a variety of supplemental materials for several publishers. His career started in Computer Science and he taught as an adjunct faculty in Computer Science for 8 years. His design of Marketing Systems brought him into a career in Marketing where he consulted across 7 vertical markets culminating as a GM leading an SBU focusing on CRM and Marketing Strategy. Roger J. Baran is an Associate Professor of Marketing at DePaul University. He received his Ph.D. and MBA degrees from the University Of Chicago Graduate School Of Business and his BBA from the University of Notre Dame. He is a fellow of the National Opinion Research Center, has served on the U.S. Department of Commerce Census Advisory Committee of the American Marketing Association, and was Chair of the Bank Marketing Association National Research and Planning Council. Dr. Baran serves as a consultant in the area of marketing strategy and marketing research for many well-known companies in the U.S., Europe, Asia, and Middle-East. He is currently Vice-President of the Asian Forum on Business Education based in Bangkok, Thailand. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management, customer relationship management and social networking. He has served as visiting associate professor of marketing at the University of Chicago Graduate School of Business; Helsinki School of Economics and Business Administration; University of Hamburg; University of the Thai Chamber of Commerce, Siam University, and Mahidol University in Bangkok, Thailand; Kimep University in Kazakhstan and Prague School of Economics.
Part One: CRM Theory and Development 1. Introduction to Customer Relationship Marketing 2. History and Development of CRM 3. Relationship Marketing and CRM 4. Organization & 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 & Tools Part Five: CRM New Horizons 13. Social Networking and CRM 14. CRM Trends, Challenges, and Opportunities
| Zusatzinfo | Adapt Organizational Behavior (Wagner and Hollenbeck); 52 Line drawings, color; 32 Tables, color |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 203 x 254 mm |
| Gewicht | 998 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-415-89656-8 / 0415896568 |
| ISBN-13 | 978-0-415-89656-6 / 9780415896566 |
| Zustand | Neuware |
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