Diverse Methods in Customer Relationship Marketing and Management

  • 8h 17m
  • In Lee
  • IGI Global
  • 2018

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships with consumers, businesses can better maintain their customers loyalty.

Diverse Methods in Customer Relationship Marketing and Management is a critical scholarly resource that examines how marketing has shifted to a relationship-oriented model. Due to this, there is an increased need for customer relationship marketing and management to emerge as an invaluable approach to strengthening companies and the customer experience. Featuring coverage on a wide range of topics such as relational marketing technology acceptance model, and consumer buying behavior, this book is a vital resource for marketing professionals, managers, retailers, advertising executives, academicians, and researchers seeking current research on the challenges and opportunities in customer relationship marketing and management.

In this Book

  • Customer Relationships and Supply Chain Management in the Fast Fashion Industry
  • The Six Dimensions of Adoption of a CRM Strategy
  • The Fundamentals of Customer Relationship Management
  • Social CRM: A View through the Eyes of Customers
  • From Customer Relationship Management to Influencer Relationship Management
  • Introduction of Social Media Platforms and Social Media Analytics for Social CRM
  • More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily
  • Digital Demands Convergence of Strategies, Media, and Messages: Firms Mix Content, Social, and Native Marketing
  • When Multiple Actors' Online Interactions Lead to Value Co-Destruction: An Explorative Case Study
  • The Comparison Between Traditional vs. Advanced Means of Marketing Communications
  • Improving Customer Relationship Management through Social Listening: A Case Study of an American Academic Library
  • Maximizing Social Presence to Improve Website Loyalty
  • Public Relation Professionalism: Using Research in Public Relations – Current Status and New Directions
  • Predicting Brand Loyalty by Measuring the Strength of Consumer Habit
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