This unit is delivered on campus through weekly 3-hour seminars. The seminars comprise lectures, case studies and other interactive learning activities.
Prescribed Text: Francis Buttle and Stan Maklan (2019) “Customer Relationship Management – Concepts and Technologies” (4th ed) Routledge - Print ISBN: 9781138498259, 1138498254; eText ISBN: 9781351016537, 1351016539
Recommended Journal Articles:
Ascarza, E., Ebbes, P., Netzer, O., & Danielson, M. (2017). Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns. Journal of Marketing Research, 54(3), 347-363.
Foltean, F., Trif, S., & Tuleu, D. (2018). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, Journal of Business Research, 11/2018.
Frow, P, Payne, A, Wilkinson, IF & Young, L (2011). Customer management and CRM: addressing the dark side. Journal of Services Marketing, 25(2), 79-89.
Jafari Navimipour, N., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052-1066.
Maklan, S, Peppard, J & Klaus, P (2015). Show me the money: Improving our understanding of how organizations generate return from technology-led marketing change. European Journal of Marketing, 49(3-4), 561-95.
Ritter, T., & Geersbro, J. (2018). Multidexterity in customer relationship management: Managerial implications and a research agenda. Industrial Marketing Management, 69, 74-79.
Thakur, R., & Workman, L. (2016). Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze? Journal of Business Research, 69(10), 4095-4102.