Customer Relationship Management in Media and Entertainment Organizations

Sunghan Ryu

doi:10.4324/9781003271222-10

Customer Relationship Management in Media and Entertainment Organizations

Sunghan Ryu

Department of Entrepreneurship, Marketing and Management Systems

Research output: Chapter in Book/Conference proceeding › Book Chapter

Abstract

This chapter provides an understanding of the concept and core activities of customer relationship management (CRM): the process of building, retaining, and expanding long-term partnerships between a company and its customers based on mutual trust. It compares and analyzes different CRM activities in the dynamic CRM framework: customer acquisition, retention, and expansion. Finally, it outlines how to formulate CRM activities for real cases, especially in the media and entertainment industry.

Original language	English
Title of host publication	Media and Entertainment Industry Management: How to Integrate Business and Management with Creativity and Imagination
Place of Publication	London
Publisher	Routledge
Chapter	7
Number of pages	33
ISBN (Electronic)	9781032221212
ISBN (Print)	9781003271222, 9781032221243
DOIs	https://doi.org/10.4324/9781003271222-10
Publication status	Published - 28 Feb 2024

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Customer Relationship Management in Media and Entertainment Organizations

Abstract

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