基本信息出版社：South-Western, Div of Thomson Learning
页码：528 页
出版日期：2007年03月
ISBN：0324322380
条形码：9780324322385
装帧：精装
正文语种：英语
外文书名：客户关系管理原理

内容简介 在线阅读本书

The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
作者简介 Roger J. Baran received his Ph.D. and MBA degrees from the University of Chicago Graduate School of Business and his BBA (cum laude) from the University of Notre Dame. His dissertation was awarded first prize by the American Marketing Association. He is a fellow of the National Opinion Research Center, has served on the U.S. Department of Commerce Census Advisory Committee of the American Marketing Association, and was Chair of the Bank Marketing Association National Research and Planning Council. Dr. Baran joined DePaul University after serving as Director of Marketing Research at Continental Bank of Chicago. His book, PRACTICAL BANK MARKETING RESEARCH, was the first book published by the Bank Marketing Association dealing exclusively with the topic. Dr. Baran has served as a consultant in the area of marketing strategy and marketing research for many well-known companies in the U.S., Europe, Asia, and Middle-East, including: American Medical Association, Baxter Worldwide, Bahrain Institute of Banking and Finance, Borg Warner, Deloitte Touche, DuPont, Glavunion, GTE, Gomez Advisors, Harris Bank, Household International, Inland Steel, International Harvester, Leo Burnett, Ltd., Manufacturers Hanover Bank, Philips, Quaker, Searle, Sun Microsystems, union Oil, and WMS Industries. He served as director of DePaul University's MBA program in Hong Kong for seven years and established DePaul's MBA program in Bahrain.