Roger J. Baran

This book balances the behavioural 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 organisation in a highly competitive marketplace. This edition has several new features: Updates...

This book balances the behavioural 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 organisation in a highly competitive marketplace. This edition has several new features: Updates...