Customer relationship marketing: theoretical and managerial perspectives

Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows:

In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept
In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in business-to-customer (B2C) marketing over the last three decades
In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships
In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies
In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee–customer engagement theories and strategies
In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, and CIV models
In Chapter 7, we first discuss brand equity from the firm's perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty
In Chapter 8, we discuss the linkage between corporate reputation and customer–brand relationship
In Chapter 9, we discuss the ethical foundations of customer relationship marketing
In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship
In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities