Customer Relationship Management in the Digital Age charts the concepts, strategies, benefits, and technologies of CRM in an evolving and increasingly digital business landscape.

It empowers readers with the skills to use CRM to forge enduring customer connections, optimize experiences, and drive loyalty across diverse industries and markets. Building upon existing literature, this guide offers a holistic approach that bridges theory and practice, making complex CRM concepts accessible to a wide audience. It integrates the latest technological advances, market trends, and customer centric initiatives, providing a comprehensive view of CRM's role in an increasingly customer-driven era. Pedagogical features include case studies, practical strategies and real-world examples, as well as chapter summaries and discussion questions to guide the reader through the key learning points of each chapter.

This helpful book enables readers to navigate the complexities of CRM implementation and customer-centric approaches and tailor strategies for B2B and B2C markets. It is particularly suitable for advanced undergraduate and postgraduate students of CRM, Sales Management, Relationship Marketing and Customer Experience Management, as well as reflective practitioners.

Online instructor resources include a course manual, test bank and PowerPoint slides.

About the Author

G. Shainesh, a Professor of Marketing at the Indian Institute of Management Bangalore (IIMB), has over three decades of research and teaching experience in India and abroad. His research and teaching focus on CRM, Digital Marketing Strategies and Service Innovations. His online courses on CRM, Digital Marketing Strategy and Services Marketing are offered on the edX and Swayam platforms. Shainesh has worked for several organizations in the public, the non-profit and the corporate sectors, including automotive, apparel, hi-tech, energy, pharma, telecom, software, engineering and service firms, both as an advisor and as a seminar leader. At IIMB, he leads the cross functional research initiative on consumer insights. He serves the Boards of the Academy of International Business - South Asia Chapter (AIB-SAC) and the International Sustainable Development Research Society (ISDRS).

Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, is a renowned scholar and internationally recognized thought leader. He has published more than 300 research papers and over 30 books on various disciplines and topics. His insights on global competition, customer behavior, relationship marketing, strategic thinking, geopolitics, and emerging markets are considered revolutionary. He is a recipient of the Padma Bhushan Award, India's highest civilian award for non-resident Indians (NRI), for his contributions to literature, and education.

Varsha Jain, AGK Chair Professor of Marketing, is the co-chairperson of research and dissertation at MICA, Ahmedabad. She serves as an Associate Editor (AE) for four leading marketing journals. She has authored over 140 publications, including multiple papers in leading journals, book chapters, and case studies. She has received over 25 international awards and gold medals for her scholarly contributions. Her research and teaching focus on ABCD - advertising, branding, consumer behavior, and digital. Her co-authored books include 'Consumer Behavior: A Digital Native', 'Purpose-driven Branding', 'Qualitative Research Methods in the Digital Age', among others.

Book Information
ISBN 9781032844565
Author G. Shainesh
Format Paperback
Page Count 224
Imprint Routledge
Publisher Taylor & Francis Ltd