Customer Relationship Marketing Theoretical And Managerial Perspectives

Author : Naresh K Malhotra,James Agarwal
Publisher : World Scientific
Page : 371 pages
File Size : 52,6 Mb
Release : 2020-12-04
Category : Business & Economics
ISBN : 9781944659738

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Customer Relationship Marketing: Theoretical And Managerial Perspectives by Naresh K Malhotra,James Agarwal Pdf

'Put this on your bookshelf and in your classroom! This is a comprehensive guide to understanding and managing customer relationships from two top scholars and educators.'Dr Linda L PriceUniversity of Wyoming, andEditor, Journal of Consumer ResearchCustomer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:

Author : Federico Rajola
Publisher : Springer Science & Business Media
Page : 177 pages
File Size : 52,5 Mb
Release : 2013-03-19
Category : Business & Economics
ISBN : 9783540247180

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Customer Relationship Management by Federico Rajola Pdf

Companies and financial institutions are employing operational information systems in an efficient way. While they have consolidated a strong level of knowledge in management information systems, there is still a lack of knowledge on the right way to apply customer relationship management (CRM) systems under a business perspective. Most of the companies are still having problems in evaluating how CRM can meet with the expected results. The level of complexity is perceived both under a technological and organizational point of view. A complete innovation process and heavy change management initiatives should be ensured in order to have effective and successful systems. This book offers a solid theoretical and practical perspective on how to face CRM projects, describing the most appropriate technologies and organizational issues that have to be considered. Some explaining cases have been included as well.

Author : Gerhard Raab,Riad A. Ajami,G. Jason Goddard
Publisher : CRC Press
Page : 240 pages
File Size : 54,5 Mb
Release : 2016-05-13
Category : Business & Economics
ISBN : 9781317155430

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Customer Relationship Management by Gerhard Raab,Riad A. Ajami,G. Jason Goddard Pdf

Customer Relationship Management is the first book to explore the benefits to the firm of a globally integrated approach to the management philosophy of Customer Relationship Management (CRM). The best hope for achieving a sustainable competitive advantage in a global marketplace is by means of better understanding which customers are in the best position to experience long-term, profitable relationships for the globally oriented firm. This book offers both an academic and a practical viewpoint of the importance of CRM in a global framework. It integrates the topics of knowledge management, total quality management, and relationship marketing with the goal of explaining the benefits of CRM for internationally active firms. The authors have included six case studies which allow the reader to undertake the role of CRM consultant in a 'learning by doing' approach. The book should be required reading for all business executives who desire a customer-oriented approach to success, and for all students of business who desire to gain insight into a relationship management approach which will become ever-more important in the years ahead.

Author : Francis Buttle
Publisher : Routledge
Page : 362 pages
File Size : 40,7 Mb
Release : 2004-02-18
Category : Business & Economics
ISBN : 9781136412578

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Customer Relationship Management by Francis Buttle Pdf

Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management. The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development. Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships. An Instructor's PowerPoint pack is available to lecturers who adopt the book. Accredited lecturers can download this by going to http://books.elsevier.com/manuals'isbn=075065502X to request access.

Author : Francis Buttle
Publisher : SAGE
Page : 230 pages
File Size : 50,7 Mb
Release : 1996-05-28
Category : Social Science
ISBN : 1853963135

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Relationship Marketing by Francis Buttle Pdf

`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don’t argue. Just read the book!' - Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice.

Author : Steve Baron,Tony Conway,Gary Warnaby
Publisher : SAGE
Page : 216 pages
File Size : 52,5 Mb
Release : 2010-04-20
Category : Business & Economics
ISBN : 9781446200315

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Relationship Marketing by Steve Baron,Tony Conway,Gary Warnaby Pdf

Electronic Inspection Copy available for instructors here The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors' research.

Author : Tobias Riether
Publisher : GRIN Verlag
Page : 12 pages
File Size : 53,9 Mb
Release : 2005-11-02
Category : Business & Economics
ISBN : 9783638434706

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Customer Relationship Marketing - viewpoints and aspects about crm by Tobias Riether Pdf

Seminar paper from the year 2004 in the subject Business economics - Customer Relationship Management, CRM, grade: 2, University of Applied Sciences Groningen (International Business School), course: Current Issues in Marketing, language: English, abstract: The following report is illustrating the various viewpoints of several experts as well as the personal opinion of the author of this report about cus tomer relationship marketing in practice. The experts viewpoints are based on selected articles handed out during lecture. Whereas the personal viewpoint illustrated in this report derives from personal experience as well as asorted literature used for preparation.

Author : Supriya Biswas
Publisher : PHI Learning Pvt. Ltd.
Page : 406 pages
File Size : 55,5 Mb
Release : 2011
Category : Customer relations
ISBN : 8120339835

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Relationship Marketing by Supriya Biswas Pdf

Author : V. Kumar,Werner Reinartz
Publisher : Springer
Page : 411 pages
File Size : 53,7 Mb
Release : 2018-05-15
Category : Business & Economics
ISBN : 9783662553817

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Customer Relationship Management by V. Kumar,Werner Reinartz Pdf

This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.

Author : Katarzyna Żyminkowska
Publisher : Springer
Page : 175 pages
File Size : 45,5 Mb
Release : 2019-02-27
Category : Business & Economics
ISBN : 9783030116774

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Customer Engagement in Theory and Practice by Katarzyna Żyminkowska Pdf

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

Author : Lee, In
Publisher : IGI Global
Page : 333 pages
File Size : 49,7 Mb
Release : 2018-05-25
Category : Business & Economics
ISBN : 9781522556206

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Diverse Methods in Customer Relationship Marketing and Management by Lee, In Pdf

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Diverse Methods in Customer Relationship Marketing and Management is a critical scholarly resource that examines how marketing has shifted to a relationship-oriented model. Due to this, there is an increased need for customer relationship marketing and management to emerge as an invaluable approach to strengthening companies and the customer experience. Featuring coverage on a wide range of topics such as relational marketing technology acceptance model, and consumer buying behavior, this book is a vital resource for marketing professionals, managers, retailers, advertising executives, academicians, and researchers seeking current research on the challenges and opportunities in customer relationship marketing and management.

Author : Simon Knox
Publisher : Routledge
Page : 320 pages
File Size : 43,7 Mb
Release : 2003
Category : Business & Economics
ISBN : 9780750656771

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Customer Relationship Management by Simon Knox Pdf

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.

Author : Francis Buttle,Stan Maklan
Publisher : Routledge
Page : 515 pages
File Size : 54,5 Mb
Release : 2019-04-24
Category : Business & Economics
ISBN : 9781351016537

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Customer Relationship Management by Francis Buttle,Stan Maklan Pdf

Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management. NEW TO THIS EDITION: New and updated international case illustrations throughout New and updated screenshots from CRM applications Fully updated to reflect the evolving CRM landscape, including extended coverage of: Big data and its influence on CRM Artificial intelligence (AI) Advances in CRM analytics The relationships between CRM and customer experience management The role of social media in customer management strategy Real-time marketing Chatbots and innovative customer self-service Privacy and data security. Updated lecturer support materials online.

Author : S. SHANMUGASUNDARAM
Publisher : PHI Learning Pvt. Ltd.
Page : 229 pages
File Size : 46,7 Mb
Release : 2008-04-15
Category : Business & Economics
ISBN : 9788120333260

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CUSTOMER RELATIONSHIP MANAGEMENT by S. SHANMUGASUNDARAM Pdf

Customer Relationship Management (CRM) is a modern approach to marketing. It focuses on the individual consumer. Customer is the ‘king’, therefore, the products and services have to be offered in such a way that they suit the needs and preferences of the customer. This comprehensive and easy-to-read text deals with the formulation of methodologies and tools that help business organizations to manage critical customer relationships by supporting all customer-centric processes within an enterprise, including marketing, sales and customer support. In addition, the book emphasizes managing opportunity for optimum productivity, coordinating the specialized activities of multi-functional teams, developing and retaining corporate knowledge and completing complex multi-step processes in a timely and efficient manner. This text is intended for the students of masters in business administration (MBA) and those pursuing postgraduate diploma in marketing management (PGDMM). Besides, the book should prove to be a useful reference for marketing professionals. KEY FEATURES  Covers various dimensions of CRM with several case studies.  Includes the modern concept—e-CRM.  Incorporates deep study of research oriented topics.

Author : Ian Gordon
Publisher : John Wiley & Sons
Page : 227 pages
File Size : 51,8 Mb
Release : 2013-03-21
Category : Business & Economics
ISBN : 9781118255858

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Managing the New Customer Relationship by Ian Gordon Pdf

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP “Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager.” — William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA