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Chapter 3
10. Assume you are the marketing manager for a large pet food company, such as Iams. You
need to launch a new marketing campaign. What social media channels would you use for
this campaign? How can CRM help your new strategy?
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For Further Study and Research
Beal, Barney. “SAP Takes Another Shot at CRM On-Demand.” SearchCRM.com, March 2,
2011. http://searchcrm.techtarget.com/news/2240032955/SAP-takes-another-shot-at-CRM-
on-demand.
Cafasso, Rosemary. “CRM Buyers Say Goodbye to Cloud CRM/On-Premises Debate.”
SearchCRM.com, August 23, 2011. http://searchcrm.techtarget.com/news/2240063219/
CRM-buyers-say-goodbye-to-cloud-CRM-on-premise-debate.
Diana, Alison. “Social CRM Rush Projected for Enterprises.” InformationWeek, March 4, 2011.
www.informationweek.com/news/software/productivity_apps/229300370.
Hildreth, Sue. “Measuring the ROI of Social CRM No Easy Task.” SearchCRM.com, May 3,
2010. http://searchcrm.techtarget.com/news/2240018288/Measuring-the-ROI-of-social-CRM-
no-easy-task.
Kontzer, Tony. “Better Late Than Never? SAP Spices Up On-Demand CRM.” Information Week,
February 6, 2006. www.informationweek.com/news/178601884.
Information Age. “Salesforce.com – The Facebook of Business?” September 5, 2011.
www.information-age.com/channels/business-applications/company-analysis/1652743/
salesforcecom-the-facebook-of-business.thtml.
Levine, Barry. “Salesforce Conference Pushes ‘Social Enterprise’.” destinationCRM.com,
August 26, 2011. www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/Six-Myths-
of-Social-Media-77185.aspx.
Lopez, Maribel. “Mobile Strategy: It’s Not About the Gadgets.” Information Week, August 30,
2011. www.informationweek.com/thebrainyard/news/mobile/231500273.
Mittal, Saurabh. “Six Myths of Social Media: Understanding the Evolving Customer Service
Landscape.” destinationCRM.com, August 19, 2011. www.destinationcrm.com/articles/Web-
Exclusives/Viewpoints/Six-Myths-of-Social-Media-77185.aspx.
Pombriant, Denis. “When Will CRM Join the Analytics Revolution?” SearchCRM.com, February
3, 2011. http://searchcrm.techtarget.com/news/2240031716/When-will-CRM-join-the-
analytics-revolution.
Rosenbaum, David. “Now You See (Some of) It.” CFO Magazine, July 15, 2011. www.cfo.com/
article.cfm/14586485.
Wagner, William, and Zubey, Michael. Customer Relationship Management, 1st edition. Boston:
Cengage Learning, 2007.
Weiss, Todd R. “Social CRM for the Enterprise: How Analytics Can Move You to Greater
Success.” CIO, July 06, 2011. www.cio.com/article/685754.

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