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Relationship Marketing and Customer Relationship Management
A BERNDT & M TAIT (EDITORS)
The development of Relationship Marketing (RM) and Customer Relationship Marketing (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation. One such change is the way in which organisations relate to their customers. Organisations today need to adapt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.
CONTENTS
• Building blocks of customer relationship marketing: The Nature of Relationship Marketing (RM) and Customer Relationship Management (CRM)
• Building Relationships
• Service Issues in RM and CRM
• The markets of CRM: Internal
Marketing
• One-to-One Marketing and Mass
Customisation
ABOUT THE EDITORS
• Business-to-Business Marketing (B2B)
• Stakeholders in Relationship Marketing
• The management of CRM: Planning a CRM Strategy
• Implementing CRM in an Organisation
• Technologies and Metrics in CRM
978 1 48510 264 9 978 1 48510 495 7 3e 2014
284 PAGES
ZAR R510.00 ZAR R476.00
NEW EDITION FORTHCOMING 2018
Adele Berndt is Associate Professor in the Department of Marketing and Logistics at Africa Jönköping International Business School, in Jönköping, Sweden. Some of her research topics include retail efficiency, environmental concerns and other service-related topics. She has contributed to academic books on relationship marketing and various marketing texts.
Madéle Tait is Professor and Head of the Department of Marketing Management at Nelson Mandela Metropolitan University. Her fields of research expertise are marketing management, services marketing and relationship marketing. She is the editor and co-editor of and contributor to a number of textbooks.
SUITABLE FOR
Undergraduate and postgraduate students and practising marketers.
JUTA MARKETING CATALOGUE | 2018/2019
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