CRM by Roger Joseph Baran, Robert J. Galka | Waterstones
Review This Product. Welcome to Loot. Checkout Your Cart Price. Description Details Customer Reviews 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. Review This Product No reviews yet - be the first to create one! Need help? Partners MySchool Discovery.
Subscribe to our newsletter Some error text Name. Abstract Purpose The purpose of this paper is to develop and test a model examining the key factors that emerge from the social customer relationship management CRM process. Findings Results demonstrate that the social CRM activities of hotels enhance hotel service innovation activities.
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Practical implications Service innovation and customer-linking capability are identified as critical outcomes of the social CRM process that lead to enhanced hotel performance. Please note you might not have access to this content. You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
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Contact us. To rent this content from Deepdyve, please click the button. Baran and Galka rightly assert that the CRM system - which should be at the heart of successful contemporary business - deserves much more prominence in marketing education.
What's more, Baran and Galka are the ideal authors for this text as they have devoted years to the comprehensive study of CRM best practices from thought leaders in both business and academe. The text's numerous real-world examples enliven the reading for students and instructors alike, and the extensive ancillary materials make this book an even more attractive choice.
Roger Baran and Robert Galka reveal the true nature and benefit of CRM, including the societal factors shifting companies from one-size-fits-all marketing and customer management to strategic, targeted, and value oriented exchanges. All aspects of CRM are explained, from developing a strategy to selecting and using technology, to data management and measurement and, most importantly, to building the right culture within an organization.
The authors explain in detail how effective CRM can differentiate a company and bring a higher share of profits. They take us up to and beyond the present day with their knowledge of Social Media and how organizations can and must use it as part of their CRM strategy.
Building the foundation for customer data quality in CRM systems for financial services firms
This textbook will undoubtedly become a standard for CRM courses. It provides a one stop shop CRM programme which is easy to read, applies the theory to professional practice and enables the reader, whether they are business students or practitioners, to readily implement the material. I am impressed with the numerous examples, strategies, diagrams charts and figures which highlight the material, particularly those applying to the use of social media in CRM. The application to the international market is especially critical to doing business in the competitive global environment.
How CRM can be a Part of Marketing Strategy?
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