Customer Relationship Management

Course Name: 

Customer Relationship Management (MBA851)

Programme: 

MBA

Category: 

Elective Courses

Credits (L-T-P): 

(3-0-0) 3

Content: 

Marketing: Evolution and New Paradigms - CRM – Definition and The Basic Concepts. CRM and Services Marketing - Tools For CRM. Key Account Management - CRM and Knowledge Management – Life Time Value of the Customer. Data Mining and Data Warehousing - Real-World Applications. Strategies for Profitable Dialog with Customers- Sales Force Automation- Marketing Automation- Call Centers- BPO And KPO. CRM Implementation and Effectiveness – Banking- Health Care- Insurance- Travel Industries.

References: 

Stanley A. Brown , Customer Relationship Management, Wiley,1st Edition,2000.
Paul Greenberg – CRM at the speed of light – Tata Mcgraw Hill, 3rd Edition, 2004.
Jagdish N. Sheth and others, Customer Relationship Management-A strategic Perspective, Macmillan Publishers India, 1st Edition, 2005.
William G. Zikmund and McLeod, Raymond Jr, Customer Relationship Management, Wiley, 2003.

Department: 

School of Management
 

Contact us

K B Kiran, Professor and Head
School of Management, NITK, Surathkal
Srinivasanagar P.O, Mangalore - 575025
Karnataka, India.

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                   +91-0824-2474000 (Extn. 3079)
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