Customer relationship marketing (CRM) opportunities are embedded in the entire customer journey spanning several touch points across all stages including prepurchase, purchase, and postpurchase stage. Customer relationship marketing evolved from traditional marketing concept and has broadened its scope today, intersecting with the following domains, namely customer buying behavior process models, customer satisfaction and loyalty, service quality, customer relationship management tools and strategies, customer centricity, and customer engagement activities. A comprehensive, state-of-the-art textbook, Customer Relationship Marketing: Theoretical and Managerial Perspectives is organized as follows: In Chapter 1, we provide a formal definition of marketing followed by several definitions of relationship marketing highlighting the key aspects of this concept In Chapter 2, we map the evolution of customer relationship marketing, examining its lifecycle stages of adoption, development, and expansion in business-to-customer (B2C) marketing over the last three decades In Chapter 3, we focus our attention exclusively to business-to-business (B2B) relationships In Chapter 4, we first discuss how firms build and sustain business-to-customer (B2C) relationships by stimulating customer purchase behavior via loyalty programs. Then we discuss how firms build and sustain B2C relationships by stimulating customer non-purchase behavior via engagement strategies In Chapter 5, we first examine relationship quality from a stakeholder perspective followed by employee–customer engagement theories and strategies In Chapter 6, we discuss CRM-based analytical models, both for purchase and non-purchase customer behavior including CLV, CRV, and CIV models In Chapter 7, we first discuss brand equity from the firm's perspective, followed by customer-based brand equity — its definition and dimensions, namely brand awareness, brand association, perceived quality, and brand loyalty In Chapter 8, we discuss the linkage between corporate reputation and customer–brand relationship In Chapter 9, we discuss the ethical foundations of customer relationship marketing In Chapter 10, we examine the intricate relationship between digital and social media marketing and customer brand relationship In Chapter 11, we discuss several important research directions that seem promising as a result of access to big data, availability of computing power, and emerging models of estimating customer lifetime value for both transaction and engagement-based activities
Dr Naresh K Malhotra is Senior Fellow, Georgia Tech CIBER, and Regents' Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. In 2010, he was selected as a Marketing Legend, and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since the 51st Edition (1997), and in Who's Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who's Who. In 2015, he received the Lifetime Achievement Award from the Prestige Institute of Management, Gwalior, India. He received the prestigious Academy of Marketing Science CUTCO/Vector Distinguished Marketing Educator Award in 2005. In 2011, he received the Best Professor in Marketing Management, Asia Best B-School Award. He has several top (number one) research rankings that have been published. His book entitled Marketing Research: An Applied Orientation, seventh edition, published by Pearson Education, has been translated into several languages and is the global leader. Likewise, his books, Basic Marketing Research: Integration of Social Media, fourth edition, and Essentials of Marketing Research are widely used globally. He is the winner of numerous awards and honors for research, teaching, and service to the profession, including the Academy of Marketing Science Distinguished Educator Award for 2005. He also has received several Best Paper awards. He has an active consulting practice.
Dr James Agarwal (PhD, Georgia Tech) is Haskayne Research Professor and Full Professor of Marketing at the Haskayne School of Business, University of Calgary, Canada. He served as the CCAL Research Fellow (2013–2016), Research Director (2013–2015), and Area Chair of Marketing (2002–2005) at the Haskayne School of Business. He is listed in Canadian Who's Who, University of Toronto Press, and Marquis Who's Who in America. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from Marquis Who's Who. His research interests are in International Marketing, Relationship Marketing, Consumer Psychology, Ethical Issues in Marketing, and Statistical Methods. He has published 55 papers in major refereed journals, proceedings, and book chapters, and presented research papers in more than 80 national and international conferences. He has edited two books: Research Methodology: Conjoint Analysis, Multidimensional Scaling & Related Techniques (Sage Publication, 2011); and Emerging Issues in Global Marketing: A Shifting Paradigm (Springer, 2018). He has received several Best Paper awards and recognitions, including William R Darden Best Paper Award, Hans B Thorelli Best Paper Award, Temple/AIB Best Paper Award (Finalist), Most Prolific Scholar in IB Research (MSU 2005), and Best Paper Awards in Customer Relationship Management and Branding & Brand Management Tracks granted by the American Marketing Association. He is a member of the American Marketing Association, Academy of International Business, and the Academy of Marketing Science.
