000			03207nam a22002057a 4500
005			20240219180704.0
008			240219b |||||||| |||| 00| 0 eng d
020			_a9780000989987
082			_a658.812 _bMAL
100			_aMalhotra, Naresh K _914379
245			_aCustomer relationship marketing: _btheoretical and managerial perspectives
260			_bWorld Scientific Publishing Company Pvt. Ltd. _aUSA _c2021
300			_a348 p.
365			_aINR _b995.00
520			_aCustomer 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
650			_aCustomer relations -- Management _915667
650			_aRelationship marketing _913679
650			_aAgarwal, James _916146
942			_cBK _2ddc
999			_c6124 _d6124