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990000605000204151 |
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20241030112614.0 |
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130320s2013 nyua b 001 0 eng d |
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|a 9780415896566 (hbk.)
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|a 0415896568 (hbk.)
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|a 9780415896573 (pbk.)
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|a 0415896576 (pbk.)
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|a 9780203107577 (ebook)
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|a 0203107578 (ebook)
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|a (OCoLC)000060500
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|a (udesa)000060500USA01
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|a (OCoLC)830537438
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|a (OCoLC)990000605000204151
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|a U@S
|b spa
|c U@S
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|a U@SA
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|a HF5415.55
|b .B35 2013
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| 100 |
1 |
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|a Baran, Roger J.
|q (Roger Joseph),
|d 1945-
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| 245 |
1 |
0 |
|a CRM :
|b the foundation of contemporary marketing strategy /
|c Roger J. Baran & Robert Galka.
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| 260 |
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|a New York :
|b Routledge,
|c 2013.
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| 300 |
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|a ix, 393 p. :
|b il. ;
|c 26 cm.
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| 504 |
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|a Incluye referencias bibliográficas e índice.
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| 505 |
0 |
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|a I. CRM Theory and Development :1. Introduction to Customer Relationship management ; 2. History and Development of CRM ; 3. Relationship Marketing and CRM ; 4. Organization & CRM -- II. Data Management and Technology: 5. CRM and Data Management ; 6. Technology and Data Platforms ; 7. Database and Customer Data Development -- III. 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 -- IV. CRM evaluation: 12. CRM Program Measurement & Tools -- V. CRM New Horizons: 13. Social Networking and CRM ; 14. CRM Trends, Challenges, and Opportunities.
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| 520 |
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|a "This book introduces students to CRM (customer relationship management), a strategic methodology that''s being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course." --Descripción del editor.
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| 650 |
|
0 |
|a Relationship marketing.
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| 650 |
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0 |
|a Customer relations
|x Management.
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| 650 |
|
7 |
|a Mercadeo de relaciones.
|2 UDESA
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| 650 |
|
7 |
|a Relaciones con los clientes
|x Administración.
|2 UDESA
|
| 700 |
1 |
|
|a Galka, Robert J.
|