Customer Relationship Management in the Digital Age

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.

Part 1: The Concept of Customer Relationship Management 1. CRM: The Strategic Imperatives 2. Conceptual Foundations of CRM 3. Building Customer Relationships 4. Economics of Customer Relationship Management Part 2: CRM Applications in Consumer & Business Markets 5. CRM Applications in B2C Markets 6. CRM in B2B Markets Part 3: Technological Tools for Customer Relationship Management 7. Components of eCRM Solutions 8. CRM Product Offerings 9. Contact Centers for CRM Part 4: Implementing CRM 10.The CRM Road Map 11. Operational Issues in Implementing CRM