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Publisher | Taylor & Francis |
Author(s) | Roger J. Baran / Robert J. Galka |
Subtitle | The Foundation of Contemporary Marketing Strategy |
Edition | 2 |
Published | 15th December 2016 |
Related course codes |
The Foundation of Contemporary Marketing Strategy
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features:
With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.