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 that take into account the latest research and changes in organisational 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 organisation 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.