Książki

Customer 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:Contents:

• Introduction to Customer Relationship Marketing
• Customer Relationship Marketing: Theories, Models and Frameworks
• Building Business-to-Business (B2B) Relationships
• Building Business-to-Customer (B2C) Relationships: Purchase and Non-Purchase Behavior
• Building Employee–Customer Relationship Quality and Engagement Strategies: A Stakeholder Framework
• Customer Relationship Marketing: Analytical Models and Strategies
• Building B2C Relationships: Brand Equity and Customer–Brand Relationship
• Building B2C Relationships: Corporate Reputation and Customer–Brand Relationship
• Ethical Foundations of Customer Relationship Marketing
• Customer Relationship Marketing: Digital Marketing and Social Media
• Future of Customer Relationship Marketing: New Directions for Research

Readership: MBA Students; undergraduate management students (upper level); executives; courses in marketing management, customer relationship marketing, services marketing, marketing analytics.Customer Relationship Marketing;Building Business-to-Business (B2B) Relationships;Building Business-to-Customer (B2C) Relationships;Building Employee-Customer Relationship;Stakeholder Framework;Analytical Models;Marketing Strategies;Brand Equity;Customer-Brand Relationship;Corporate Reputation;Ethical Foundations;Digital Marketing and Social Media;New Directions for Research in CRM;Customer Journey;Customer Touch Points;Prepurchase, Purchase, and Postpurchase Stage;Customer Buying Behavior;Consumer Behavior;Customer Satisfaction;Loyalty;Service Quality;Customer Centricity;Customer Engagement;Market Research;Marketing Research0Key Features:

• The book is comprehensive as it covers all aspects of Relationship Marketing in the B2C and B2B spaces
• It is a state-of-the-art textbook that includes the latest theoretical developments in the field
• The book uses applied and managerial approaches, i.e., several actual examples and applications in the current marketing and business environment

Customer Relationship Marketing