Principles of Customer Relationship Management

Front Cover
Cengage Learning, 2008 - Business & Economics - 511 pages
1 Review
The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
 

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Contents

CRM THEORY AND DEVELOPMENT
1
DATA INFORMATION AND TECHNOLOGY
157
CRM IMPACT ON SALES AND MARKETING STRATEGY
259
CRM EVALUATION
389
PRIVACY ETHICS AND FUTURE OF CRM
439
Glossary
490
Index
504
Copyright

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About the author (2008)

Dr. Roger Baran received his Ph.D. and M.B.A. degrees from the University of Chicago Graduate School of Business and his B.B.A. (cum laude) from the University of Notre Dame. His dissertation was awarded first prize by the American Marketing Association in the North America competition. 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. He currently serves as Executive Vice-President of the Asian Forum on Business Education. Dr. Baran joined DePaul University after serving as Director of Marketing Research at Continental Bank of Chicago. For seven years he served as DePaul's Director of Asian and Middle East Graduate Programs, managing its M.B.A. programs in Hong Kong and Bahrain. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management and customer relationship management. Dr. Baran co-authored the first textbook on CUSTOMER RELATIONSHIP MANAGEMENT (Thomson Southwestern 2008). His book, PRACTICAL BANK MARKETING RESEARCH, was the first book published by the Bank Marketing Association dealing exclusively with this topic. He has published in numerous marketing, banking and international journals. Dr. Baran has served 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.

Robert Galka has 25 years of experience in business development, strategic planning, relationship marketing strategy, general management, information systems and direct marketing. His career started in Computer Science in 1977, where he progressed from an applications programmer to a leadership position in computer systems design and implementation for marketing technology based solutions. He then leveraged his technical and marketing expertise assisting organizations in their Customer Relationship Management (CRM) efforts across six vertical markets since 1989. He held a position as a General Manager leading a business unit in supplying CRM solutions to Fortune 100 organizations just before accepting a full-time position as an Executive-In-Residence in the Department of Marketing at De Paul University in July of 2002.

Daniel P. Strunk has 34 years of experience in sales, marketing management, relationship marketing and consulting. In 1988 he developed the innovative Quaker Direct program which was consumer packaged goods industry's first real foray into relationship marketing. As President of Glendinning he developed technologically innovative relationship marketing programs for clients such as NBC Television Stations Group, Sara Lee, R.R. Donnelly, Wm. Wrigley Jr. Company and ConAgra Foods. Mr. Strunk joined DePaul University as an Executive in Residence in the Department of Marketing in 1999 and serves as the Director of Partnership Development for the Sales Leadership Program at DePaul, where he teaches a course in sales strategy and technology.

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