Diverse methods in customer relationship marketing and management / In Lee, Western Illinois University, USA, [editor].

Format:

Book

Contributor:

Lee, In,. 1958- editor.

Series:

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.

Premier reference source.

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series

Gale eBooks

Premier reference source

Language:

English

Subjects (All):

Relationship marketing.

Customer relations.

Physical Description:

1 online resource (xvii, 333 pages) : illustrations (some color).

Place of Publication:

Hershey, Pennsylvania : IGI Global, Business Science Reference, [2018]

System Details:

Mode of access: World Wide Web.

Summary:

"This book addresses critical success factors for customer relationship marketing implementation, activities that are affected by the use of customer relationship marketing programs, and consequent performance outcomes. It documents the role of customer relationship marketing in different sectors and industries and identifies marketing activities that are affected by its usage"-- Provided by publisher.

Contents:

Chapter 1. Customer relationships and supply chain management in the fast fashion industry

Chapter 2. The six dimensions of adoption of a CRM strategy

Chapter 3. The fundamentals of customer relationship management

Chapter 4. Social CRM: a view through the eyes of customers

Chapter 5. From customer relationship management to influencer relationship management

Chapter 6. Introduction of social media platforms and social media analytics for social CRM

Chapter 7. More cost-effective but confusing advertising options: digital marketing opportunities changing daily

Chapter 8. Digital demands convergence of strategies, media, and messages: firms mix content, social, and native marketing

Chapter 9. When multiple actors' online interactions lead to value co-destruction: an explorative case study

Chapter 10. The comparison between traditional vs. advanced means of marketing communications

Chapter 11. Improving customer relationship management through social listening: a case study of an American academic library

Chapter 12. Maximizing social presence to improve website loyalty

Chapter 13. Public relation professionalism: using research in public relations current status and new directions

Chapter 14. Predicting brand loyalty by measuring the strength of consumer habit.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781522556206

OCLC:

1036991476