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CRM: The Foundation of Contemporary Marketing Strategy
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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.
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Product details
Paperback: 404 pages
Publisher: Routledge; 1 edition (February 27, 2013)
Language: English
ISBN-10: 0415896576
ISBN-13: 978-0415896573
Product Dimensions:
8 x 1 x 10 inches
Shipping Weight: 1.6 pounds
Average Customer Review:
3.2 out of 5 stars
11 customer reviews
Amazon Best Sellers Rank:
#1,273,563 in Books (See Top 100 in Books)
I've not gotten into the meat of the text yet but the Kindle version is awful there isn't even a page listing in the table of contents. It's like they didn't even try AT ALL! This is just sad for home much they charge for these text books that we must obtain for classes. I am very very disappointed.
Was expecting more for a CRM book geared towards marketing graduate students. Some nice examples but a little bit rudimentary. I did enjoy the renting process from Amazon. Saved a ton of money by having this on my iPad.
An easy but unnecessary read. If you take Baran's course at DePaul be prepared to hear the same examples from the book repeated in the course.
Great into book to crm. The book introduces the reader to the basics of CRM and then provides some in depth knowledge of the program and basic capabilities.
I got what i needed in the book
Trying to read a textbook using the kindle app is quite annoying. I can't copy and paste to make my own note sheets, the page numbers do not match up with the print copy.
Book arrived in better condition than expected and in less time than stated which was great since it was for a class I was taking.
I work in database marketing and my focus is on Customer Acquisition and Retention. Baran and Galka's text on CRM has been a good source of inspiration on CRM tactics and on understanding implementation of CRM technology and culture in a company.Top 3 Benefits of this book:1.) A thorough discussion of CRM - It reminds me of "Successful Direct Marketing Methods" by Stone and Jacobs, lots of detail and puts the concept into a broader picture of the business.2.) A good amount of examples - Baran and Galka pull from many interviews and their own personal experiences in this book. It solidifies the concepts when you can picture what CRM is doing.3.) B2B and B2C CRM - Fortunately the book covers both worlds of marketing. The authors take stride to call out when some concept should be tweaked for businesses or if consumer marketing could benefit from a B2B concept.Top 3 Issues1.) Verbose - It's an academic textbook. It's a lot more wordy than it needs to be.2.) Not a technical guide to CRM models - There is discussion on RFM, LTV and even decision trees but unless you research elsewhere, you won't find out more about how to actually DO the analysis. I would liked to have seen an appendix on how to DO the statistical concepts that Baran and Galka call out.3.) Layout of CRM Measurements and Tools chapter - Chapter 12 has pages upon pages of measurements you can use in CRM but limited discussion on each one. Marketing Metrics by Farris, Bendle, et al. has a great structure for explaining these concepts in detail.Overall, I learned a lot from 3 / 4 of the chapters in the book. Some of the charts and measurement tools have actually had an impact on my work and I've been able to introduce a handful of CRM concepts to my manager(s). I would absolutely recommend this for anyone in marketing that deals with numbers and is looking to find ways of squeezing more out of what you've already got.
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