Customer Relationship Management ― The Foundation of Contemporary Marketing Strategy
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This book balances behavioral and database aspects of CRM to help students understand how a smart strategy provides a competitive edge. This edition includes the latest research and changes in organizational dynamics, customer satisfaction, social media, and database management, as well as new material on ‘big data’ and mobile technology.
作者簡介
Roger J. Baran is an Associate Professor of Marketing at DePaul University, USA.
Robert J. Galka is an Executive-in-Residence at DePaul University, USA.
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