The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.

This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy. Baran and Galka deliver a book that helps students understand how an enhanced customer relationship strategy can differentiate an organization in a highly competitive marketplace. This edition has several new features: Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM New material on big data and the use of mobile technology An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole Cutting edge examples and images to keep readers engaged and interested A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers With chapter summaries, key terms, questions, exercises, and cases, this book will truly appeal to upper-level students of customer relationship management. Online resources, including PowerPoint slides, an instructor’s manual, and test bank, provide instructors with everything they need for a comprehensive course in customer relationship management.

This book introduces students to CRM (customer relationship management), a strategic methodology that’s being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.

This book introduces students to CRM (customer relationship management), a strategic methodology that's being embraced in increasing numbers by organizations looking to gain a competitive advantage. With in-depth coverage of business and consumer markets in various vertical markets, the impact of new technology and more, it helps readers understand how an enhanced customer relationship environment can differentiate an organization in a highly competitive marketplace. Featuring the latest developments in the discipline, a cohesive approach, and pedagogical materials (including chapter exercises that connect theory with action), it is the one-stop-source for a comprehensive CRM course.

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs

Effective marketing is necessary for the success of a product, service, or business and with the pervasive and every increasing use of the Internet by the target markets all marketers need to include the Internet in their marketing plan. Dr. Nik Tehrani explains the importance of e-Marketing and presents the relationship of e-Marketing to e-Business. The exponential growth of e-Commerce has changed the face of retail and service marketing. To remain competitive in the marketplace all marketers must include the virtual world of marketing in their plans, thus helping sellers develop various marketing strategies. Marketers are the sellers' tool and Contemporary Marketing Mix for the Digital Era is the tool for successful marketers. Traditionally, the marketing strategy consists of the 4 Ps: Product, Price, Place, and Promotion. However, to develop a contemporary marketing strategy which includes the virtual world, other components need to be looked into. Dr. Tehrani illustrates the 11 Ps required for a successful e-Marketing strategy. The 11 Ps of e-Marketing strategy are an expansion upon the main 4 Ps. The reader is adeptly shown how People, Partnership, Productivity, Personalization, Physical Image, Protocol, and Privacy are elements of contemporary marketing. This book, illustrated with practical examples and case studies, summarizes these 11 Ps, explores the internal and external customers of all sellers, products both tangible and intangible that are offered by the sellers, the partnerships that help the sellers maintain a steady flow of products, and the pricing structure of e-Products. Making intangible products tangible, the methods required to push products, as well as the change of personalized services adapted to the Internet are covered; all in order to help marketers learn what is required by the sellers to sell their products effectively. This book additionally includes a comprehensive look at e-Business privacy issues and laws, as well as respect and maintenance of international protocols. This book is written for the marketing professionals, industry practitioners, academicians, and students alike so they may hone their marketing skills and keep up with the latest trends in the marketing filed. Dr. Tehrani addresses the changing marketing environment and the way to effectively change marketing strategies to meet the needs of conventional marketing by changing, and expanding marketing strategies.

Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.