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AP/ADMS 4255

Customer Relationship Management

3.0 credits

Fall 2026

Topics

  • Customer relationship strategy
  • Satisfaction and loyalty
  • Customer lifetime value
  • Personalized marketing
  • Mobile platforms
  • Data mining and predictive analytics
  • Social media
  • AI and customer relationships

Readings

  • Required: Don Peppers and Martha Rogers, Managing Customer Experience and Relationships: A Strategic Framework, 4th ed. (Wiley).
  • Required: Ian Gordon, Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value (Wiley, 2013), ISBN 9781118092217.
  • Required Harvard readings and casepack: https://hbsp.harvard.edu/import/1408068
  • Discussion reference, no purchase expected: B. J. Fogg, Persuasive Technology.
Sources