Relationship Marketing and Customer Relationship Management 5e

Product Details:
Author(s):
Tait M and
Roberts-Lombard, M
Year Published:
2023
Edition
5th
Type:
Print | Soft Cover
Language:
English
About this publication
Relationship Marketing and Customer Relationship Management (CRM) have become important tools in securing the survival of businesses in the new millennium by considering both external customers and employees (internal customers). CRM enables businesses to provide excellent realtime customer service through the eff ective use of digital technologies. CRM will evolve to become more aligned to customer management practices both internal and external to the business as well as to embrace Industry 5.0. Both internal and external customers are increasingly using smart phone devices to engage with organisations, highlighting the importance of digital relationships and technologies. Relationship marketing acknowledges the importance of other stakeholders and the building of relationships with these groups. Relationship Marketing and CRM will therefore have to secure state-of-the-art customer and relationships management strategies delivered to all its customers through the development and implementation of these CRM strategies.
Key topics covered in this book:
The nature of Relationship Marketing and Customer Relationship Management
Building relationships, including online relationships
Service issues in Relationship Marketing and Customer Relationship Management
Internal marketing
Business-to-business marketing relationships
Stakeholders in Relationship Marketing
Planning and organising a CRM strategy
Implementing Customer Relationship Management (CRM) in an organisation
This newly updated South African book was written to compliment students at both undergraduate and postgraduate level and is therefore both highly informative and practical in its approach. It will also further inform practising marketers about the complex world of RM and CRM and new developments in the field.
Content
The Nature of Relationship Marketing and Customer Relationship Management
Building Relationships
Service Issues in Relationship Marketing and Customer Relationship Management
Internal Marketing
Business-to-Business Marketing
Stakeholders in Relationship Marketing
Planning and Organising a CRM Strategy 
Implementing Customer Relationship Management in an Organisation
Technologies and Metrics in Customer Relationship Management
Interest / Benefit to
This book complements the study of Business Sciences at undergraduate and postgraduate level and is therefore highly informative and practical in its approach. It also informs practising marketers about the complex world of RM and CRM and new developments in the field.