The textbook is lively and will hold students' interest with its unusual and interesting vignettes from the gaming, hotel, banking, airline, charge-card, supermarket, retailing, and package goods industries. This book acquaints students with the various approaches and applications but does not dwell on the underlying statistics. A second approach focuses on the strategic side of customer relationship management. The text provides students with an understanding of Customer Relationship Management and its application in the business fields of marketing and sales.
By Sharon on Sep 21, 2010
Book arrived in better condition than expected and in less time than stated which was great since it was for a class I was taking.
Good book for those just learning CRM
By Claudio G. on Jul 23, 2013
Great into book to crm. The book introduces the reader to the basics of CRM and then provides some in depth knowledge of the program and basic capabilities.
Nuggets of Great Information
By Will J Johnson on Oct 27, 2013
I work in database marketing and my focus is on Customer Acquisition and Retention. Baran and Galka's text on CRM has been a good source of inspiration on CRM tactics and on understanding implementation of CRM technology and culture in a company. Top 3 Benefits of this book: 1.) A thorough discussion of CRM - It reminds me of "Successful Direct Marketing Methods" by Stone and Jacobs, lots of detail and puts the concept into a broader picture of the business. 2.) A good amount of examples - Baran and Galka pull from many interviews and their own personal experiences in this book. It solidifies the concepts when you can picture what CRM is doing. 3.) B2B and B2C CRM - Fortunately the book covers both worlds of marketing. The authors take stride to call out when some concept should be tweaked for businesses or if consumer marketing could benefit from a B2B concept. Top 3 Issues 1.) Verbose - It's an academic textbook. It's a lot more wordy than it needs to be. 2.) Not a technical guide to CRM models - There is discussion on RFM, LTV and even decision trees but unless you research elsewhere, you won't find out more about how to actually DO the analysis. I would liked to have seen an appendix on how to DO the statistical concepts that Baran and Galka call out. 3.) Layout of CRM Measurements and Tools chapter - Chapter 12 has pages upon pages of measurements you can use in CRM but limited discussion on each one. Marketing Metrics by Farris, Bendle, et al. has a great structure for explaining these concepts in detail. Overall, I learned a lot from 3 / 4 of the chapters in the book. Some of the charts and measurement tools have actually had an impact on my work and I've been able to introduce a handful of CRM concepts to my manager(s). I would absolutely recommend this for anyone in marketing that deals with numbers and is looking to find ways of squeezing more out of what you've already got.
Decent Primer on CRM
By Rick Wingender on Jul 28, 2009
This textbook was required for a graduate-level course I took in CRM. The course and the instructor were terrible, but the book was the saving grace. I've only read one other book on customer relationship management (not a textbook), so I didn't have a lot to compare it to. Neverless, I found a lot of valuable information here. The book is very easy-to-read, though it's sometimes redundant and could use a little streamlining. One of the things that I appreciated was that the book focuses more on the processes of CRM, rather than just the technology. The other thing I really appreciate is the practicality of the book: a great deal of the information is actionable in the real-world. I'd recommend the book for anyone just getting started in any customer-facing or customer-analysis role; I'd also recommend it for anyone considering the implementation of a new CRM technology system. Rick Wingender / Knoxville, TN