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The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
- Sales Rank: #1468790 in Books
- Published on: 2007-03-29
- Original language: English
- Number of items: 1
- Dimensions: 1.01" h x 8.25" w x 10.10" l, 2.40 pounds
- Binding: Hardcover
- 528 pages
Review
"I applaud Roger Baran and Robert Galka for breaking fresh ground in marketing education with their important new text, CRM: The Foundation of Contemporary Marketing Strategy. Most marketing textbooks devote only a chapter or a section to Customer Relationship Management. Baran and Galka rightly assert that the CRM system – which should be at the heart of successful contemporary business – deserves much more prominence in marketing education. What’s more, Baran and Galka are the ideal authors for this text as they have devoted years to the comprehensive study of CRM best practices from thought leaders in both business and academe. As pioneers in CRM teaching, Baran and Galka are sure to inspire many more professors to develop full courses focused on CRM. The text’s numerous real-world examples enliven the reading for students and instructors alike, and the extensive ancillary materials make this book an even more attractive choice."
Susan K. Jones, Professor of Marketing, Ferris State University (Big Rapids, MI, USA)
"Comprehensive, eminently readable and full of real-world, practical examples, CRM: The Foundation of Contemporary Marketing Strategy is a "must read" for any business student and a valuable guide for professors. Roger Baran and Robert Galka reveal the true nature and benefit of CRM, including the societal factors shifting companies from one-size-fits-all marketing and customer management to strategic, targeted, and value oriented exchanges. All aspects of CRM are explained, from developing a strategy to selecting and using technology, to data management and measurement and, most importantly, to building the right culture within an organization. The authors explain in detail how effective CRM can differentiate a company and bring a higher share of profits. They take us up to and beyond the present day with their knowledge of Social Media and how organizations can and must use it as part of their CRM strategy. This textbook will undoubtedly become a standard for CRM courses."
Carol Meyers, Chief Marketing Officer, Board Member and Company Advisor
"It is truly gratifying to see a textbook which has been so comprehensively researched covering the discipline. It provides a one stop shop CRM programme which is easy to read, applies the theory to professional practice and enables the reader, whether they are business students or practitioners, to readily implement the material. I am impressed with the numerous examples, strategies, diagrams charts and figures which highlight the material, particularly those applying to the use of social media in CRM. The application to the international market is especially critical to doing business in the competitive global environment. This book will be a valuable resource for all CRM managers and business executives who need to solve real-world CRM issues while providing a critical link back to marketing strategy."
Ken Lee, Director of MBA Programmes and Executive Education, Faculty of Business and Law, Auckland University of Technology
About the Author
Dr. Roger Baran received his Ph.D. and M.B.A. degrees from the University of Chicago Graduate School of Business and his B.B.A. (cum laude) from the University of Notre Dame. His dissertation was awarded first prize by the American Marketing Association in the North America competition. He is a fellow of the National Opinion Research Center, has served on the U.S. Department of Commerce Census Advisory Committee of the American Marketing Association, and was Chair of the Bank Marketing Association National Research and Planning Council. He currently serves as Executive Vice-President of the Asian Forum on Business Education. Dr. Baran joined DePaul University after serving as Director of Marketing Research at Continental Bank of Chicago. For seven years he served as DePaul's Director of Asian and Middle East Graduate Programs, managing its M.B.A. programs in Hong Kong and Bahrain. His teaching and publishing specialties are marketing research, global marketing management, marketing of services, marketing management and customer relationship management. Dr. Baran co-authored the first textbook on CUSTOMER RELATIONSHIP MANAGEMENT (Thomson Southwestern 2008). His book, PRACTICAL BANK MARKETING RESEARCH, was the first book published by the Bank Marketing Association dealing exclusively with this topic. He has published in numerous marketing, banking and international journals. Dr. Baran has served as a consultant in the area of marketing strategy and marketing research for many well-known companies in the U.S., Europe, Asia, and Middle East.
Robert Galka has 25 years of experience in business development, strategic planning, relationship marketing strategy, general management, information systems and direct marketing. His career started in Computer Science in 1977, where he progressed from an applications programmer to a leadership position in computer systems design and implementation for marketing technology based solutions. He then leveraged his technical and marketing expertise assisting organizations in their Customer Relationship Management (CRM) efforts across six vertical markets since 1989. He held a position as a General Manager leading a business unit in supplying CRM solutions to Fortune 100 organizations just before accepting a full-time position as an Executive-In-Residence in the Department of Marketing at De Paul University in July of 2002.
Daniel P. Strunk has 34 years of experience in sales, marketing management, relationship marketing and consulting. In 1988 he developed the innovative Quaker Direct program which was consumer packaged goods industry's first real foray into relationship marketing. As President of Glendinning he developed technologically innovative relationship marketing programs for clients such as NBC Television Stations Group, Sara Lee, R.R. Donnelly, Wm. Wrigley Jr. Company and ConAgra Foods. Mr. Strunk joined DePaul University as an Executive in Residence in the Department of Marketing in 1999 and serves as the Director of Partnership Development for the Sales Leadership Program at DePaul, where he teaches a course in sales strategy and technology.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Some nice examples but a little bit rudimentary
By SLB86
Was expecting more for a CRM book geared towards marketing graduate students. Some nice examples but a little bit rudimentary. I did enjoy the renting process from Amazon. Saved a ton of money by having this on my iPad.
3 of 3 people found the following review helpful.
Nuggets of Great Information
By Will J Johnson
I work in database marketing and my focus is on Customer Acquisition and Retention. Baran and Galka's text on CRM has been a good source of inspiration on CRM tactics and on understanding implementation of CRM technology and culture in a company.
Top 3 Benefits of this book:
1.) A thorough discussion of CRM - It reminds me of "Successful Direct Marketing Methods" by Stone and Jacobs, lots of detail and puts the concept into a broader picture of the business.
2.) A good amount of examples - Baran and Galka pull from many interviews and their own personal experiences in this book. It solidifies the concepts when you can picture what CRM is doing.
3.) B2B and B2C CRM - Fortunately the book covers both worlds of marketing. The authors take stride to call out when some concept should be tweaked for businesses or if consumer marketing could benefit from a B2B concept.
Top 3 Issues
1.) Verbose - It's an academic textbook. It's a lot more wordy than it needs to be.
2.) Not a technical guide to CRM models - There is discussion on RFM, LTV and even decision trees but unless you research elsewhere, you won't find out more about how to actually DO the analysis. I would liked to have seen an appendix on how to DO the statistical concepts that Baran and Galka call out.
3.) Layout of CRM Measurements and Tools chapter - Chapter 12 has pages upon pages of measurements you can use in CRM but limited discussion on each one. Marketing Metrics by Farris, Bendle, et al. has a great structure for explaining these concepts in detail.
Overall, I learned a lot from 3 / 4 of the chapters in the book. Some of the charts and measurement tools have actually had an impact on my work and I've been able to introduce a handful of CRM concepts to my manager(s). I would absolutely recommend this for anyone in marketing that deals with numbers and is looking to find ways of squeezing more out of what you've already got.
4 of 5 people found the following review helpful.
Decent Primer on CRM
By Rick Wingender
This textbook was required for a graduate-level course I took in CRM. The course and the instructor were terrible, but the book was the saving grace. I've only read one other book on customer relationship management (not a textbook), so I didn't have a lot to compare it to. Neverless, I found a lot of valuable information here. The book is very easy-to-read, though it's sometimes redundant and could use a little streamlining. One of the things that I appreciated was that the book focuses more on the processes of CRM, rather than just the technology. The other thing I really appreciate is the practicality of the book: a great deal of the information is actionable in the real-world. I'd recommend the book for anyone just getting started in any customer-facing or customer-analysis role; I'd also recommend it for anyone considering the implementation of a new CRM technology system.
Rick Wingender / Knoxville, TN
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