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Customer Relationship Management Strategies in the Digital Era

Book Description

In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and IT practices, companies seek innovative practices for maintaining their consumer loyalty. Customer Relationship Management Strategies in the Digital Era blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers Through chapters and case studies, this publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric. This publication is an essential reference source for researchers, professionals, managers, and upper level students interested in understanding customer loyalty in a technology-focused society.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Dedication
  6. Preface
    1. REFERENCES
  7. Chapter 1: Marketing Strategies in Competitive Markets and Challenging Times
    1. ABSTRACT
    2. INTRODUCTION
    3. CREATING SUPERIOR VALUE
    4. MAINTAIN MARKETING COMMUNICATION AND ADVERTISING
    5. DIFFERENTIATE AND INNOVATE
    6. FIND ALTERNATIVE TO PRICE CUT
    7. BRAND VALUE
    8. CUSTOMER INSIGHT
    9. FOCUS ON EXISTING CUSTOMER BASE AND CUSTOMER RETENTION
    10. TOWARDS A MARKETING FRAMEWORK FOR CHALLENGING AND COMPETITIVE MARKETS
    11. CONCLUSION
    12. REFERENCES
    13. KEY TERMS AND DEFINITIONS
  8. Chapter 2: The Evolution of Relationship Marketing Orientations
    1. ABSTRACT
    2. INTRODUCTION
    3. THE EMERGENCE OF THE RELATIONSHIP MARKETING PRACTICES
    4. THE EMERGENCE OF THE RELATIONSHIP MARKETING SCHOOL OF THOUGHT
    5. KEY DIFFERENCES BETWEEN TRANSACTIONAL MARKETING AND RELATIONSHIP MARKETING
    6. CONCLUSION
    7. REFERENCES
    8. KEY TERMS AND DEFINITIONS
  9. Chapter 3: The Conceptual Framework of Relationship Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. TOWARDS A COMPREHENSIVE DEFINITION OF RELATIONSHIP MARKETING
    4. A BROADER PERSPECTIVE OF MANAGING RELATIONSHIPS
    5. DIMENSIONS OF RELATIONSHIP MARKETING
    6. MOTIVATIONS OF CUSTOMERS TO ENGAGE IN RELATIONSHIPS
    7. RELATIONSHIP TERMINATION REASONS
    8. FOUNDATIONS OF RELATIONSHIP MARKETING SUCCESS
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  10. Chapter 4: Managing Relationships in Business Markets and Role of Information Communication Technologies
    1. ABSTRACT
    2. INTRODUCTION
    3. NATURE OF RELATIONSHIPS IN BUSINESS MARKETS
    4. DETERMINANTS OF BUSINESS TO BUSINESS RELATIONSHIP DEVELOPMENT PROCESS
    5. VALUE CREATING BUSINESS ALLIANCES AND NETWORKS
    6. MANAGING RELATIONSHIPS IN STRATEGIC ALLIANCES
    7. MANAGING RELATIONSHIPS WITH SUPPLIERS
    8. IMPACT OF ICTs ON VALUE CREATING NETWORKS
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  11. Chapter 5: Customer Service in Digital Era and Role of Internal Markets
    1. ABSTRACT
    2. INTRODUCTION
    3. CREATING RELATIONSHIP MARKETING CULTURE IN INTERNAL MARKETS
    4. ROLE OF INTERNAL MARKET IN SERVICE PROFIT CHAIN
    5. CUSTOMER EXPERIENCE MANAGEMENT
    6. CUSTOMER SERVICE IN THE DIGITAL ERA
    7. KEY BUSINESS TRENDS ABOUT FUTURE OF CUSTOMER SERVICE
    8. CONCLUSION
    9. REFERENCES
    10. KEY TERMS AND DEFINITIONS
  12. Chapter 6: A Framework for CRM
    1. ABSTRACT
    2. INTRODUCTION
    3. DEFINING CRM FROM DIFFERENT PERSPECTIVES
    4. WHAT CRM IS NOT
    5. CRM IMPLEMENTATION FRAMEWORK
    6. BENEFITS OF IMPLEMENTING CRM
    7. ARCHITECTURE OF CRM ECOSYSTEM
    8. CUSTOMER MANAGEMENT TECHNOLOGIES
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  13. Chapter 7: Customer Relationship Management as a Customer-Centric Business Strategy
    1. ABSTRACT
    2. INTRODUCTION
    3. CRM AS A COMPETITIVE STRATEGY
    4. CUSTOMER LIFE CYCLE MANAGEMENT
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  14. Chapter 8: Customer Acquisition Management Strategies
    1. ABSTRACT
    2. INTRODUCTION
    3. PHASES OF LEAD MANAGEMENT PROCESS
    4. LEAD MANAGEMENT AUTOMATION
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  15. Chapter 9: Customer Retention Strategies and Customer Loyalty
    1. ABSTRACT
    2. INTRODUCTION
    3. CUSTOMER RETENTION STRATEGIES
    4. CUSTOMER COMMITMENT
    5. LOYALTY PROGRAMS
    6. WIN BACK STRATEGIES
    7. CONCLUSION
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
  16. Related References
  17. Compilation of References
  18. About the Author