The Dark Side of CRM: Customers, Relationships and Management

Bang Nguyen · Lyndon Simkin · Ana Isabel Canhoto

Sep 2015 · Routledge

Ebook

322

Pages

Eligible

Ratings and reviews aren’t verified Learn More

About this ebook

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling.

This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.

About the author

Bang Nguyen, PhD, is a faculty member in the Marketing Department at the East China University of Science and Technology (ECUST), School of Business, China.

Lyndon Simkin, PhD, is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing at the Univesity of Coventry.

Ana Isabel Canhoto, PhD, is a Principal Lecturer in Marketing at Oxford Brookes University, UK and the Alf Mizzi Chair in Digital Marketing at the University of Malta.

Rate this ebook

Tell us what you think.

Reading information

Smartphones and tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and computers

You can listen to audiobooks purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.

Report illegal content