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:

• Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM
• New material on big data and the use of mobile technology
• An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today
• A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole
• Cutting edge examples and images to keep readers engaged and interested
• A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers

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.

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.

Part One: CRM Theory and Development

1. Introduction to Customer Relationship Management

2. The History and Development of CRM

3. Relationship Marketing and CRM

4. Organization and CRM

Part Two: Data Management and Technology

5. CRM and Data Management

6. Technology and Data Platforms

7. Database and Customer Data Development

Part Three: Marketing Strategy

8. Business-to-Business CRM

9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits

10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

11. Privacy and Ethics Considerations

Part Four: CRM Evaluation

12. CRM Program Measurement and Tools

Part Five: CRM New Horizons

13. Social Networking and CRM

14. CRM Trends, Challenges, and Opportunities