TY  - BOOK
AU  -  Baran, Roger J. (Roger Joseph),
AU  - Galka, Robert J.; Baran, Roger J. 
TI  - Customer relationship management:  the foundation of contemporary marketing strategy
SN  - 9788131505182
U1  - 658.802 B2313 C 
PY  - 2008///
CY  - New Delhi
PB  - Cengage Learning
KW  - Customer relations--Management
N1  - 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
ER  -