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Customer Relationship Management

Strategic Approaches in Digital Era

Joao Heitor De Avila Santos

292 pages
Arcler Education Inc
Customer relationship management: strategic approaches in digitalera examines various aspects of customer relationship managementincluding an extensive historical overview of marketingstrategies and relationship marketing. It includes definitions ofstrategic approaches of marketing, managing business relationshipsand buying behavior. Provides the reader with insights intothe development of its history, so as to understand the customer’s mind, motivations, arguments, backgrounds and why customer relationship marketing strategies are important.
Author Bio
Dr. Santos holds a PhD in Management Sciences by the Federal University of Rio Grande do Sul (UFRGS– BRAZIL) and is an expert in the field of innovation. Currently working as Professor within the AdministrativeSciences Department at the Federal University of Rio Grande do Norte. Research Partner atUniLaSalle, France. He has experience in teaching, consulting and in several research projects. He is alsoreviewer for several Academic Journals and conferences such as British Academy of Management, RevistaAdministração em Diálogo (RAD) and Brazilian Administration Review (BAR). He has published papersin the field of Innovation and Management of Technology in journals such as International Journal of Innovation.Main Research Themes: Cooperation, Innovation, Interorganizational Networks, Individualismand Collectivism, Organizational Learning, Capabilities, Sustainability, Quantitative Methods, Modeling,Decision Making, Organizational Behavior, Consumer Behavior and Customer Relationship Management.