Review
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"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
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About the Author
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Robert J. Galka is an Executive-In-Residence at DePaul
University. He received his MBA from Northwestern University’s
J.L. Kellogg Graduate School of Management. His area of expertise
lies in CRM, Marketing Strategy and Technology. Robert brings his
academic research and 25 years of business experience into the
classroom, Professional Certificate programs and to Universities
as a visiting faculty in Bahrain, Taiwan, and New Zealand, with
special programs in Japan. He co-authored a prior CRM text and
has published a variety of supplemental materials for several
publishers. His career started in Computer Science and he taught
as an adjunct faculty in Computer Science for 8 years. His design
of Marketing Systems brought him into a career in Marketing where
he consulted across 7 vertical markets culminating as a GM
leading an SBU focusing on CRM and Marketing Strategy.
Roger J. Baran is an Associate Professor of Marketing at DePaul
University. He received his Ph.D. and MBA degrees from the
University Of Chicago Graduate School Of Business and his BBA
from the University of Notre Dame. 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. Dr. Baran serves 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. He is currently Vice-President of the Asian
Forum on Business Education based in Bangkok, Thailand. His
teaching and publishing specialties are marketing research,
global marketing management, marketing of services, marketing
management, customer relationship management and social
networking. He has served as visiting associate professor of
marketing at the University of Chicago Graduate School of
Business; Helsinki School of Economics and Business
Administration; University of Hamburg; University of the Thai
Chamber of Commerce, Siam University, and Mahidol University in
Bangkok, Thailand; Kimep University in Kazakhstan and Prague
School of Economics.
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