Customer Relationship Management

Concepts and Technologies

Business & Finance, Marketing & Sales, Customer Service, Consumer Behaviour
Cover of the book Customer Relationship Management by Francis Buttle, Stan Maklan, Taylor and Francis
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Author: Francis Buttle, Stan Maklan ISBN: 9781351016537
Publisher: Taylor and Francis Publication: April 24, 2019
Imprint: Routledge Language: English
Author: Francis Buttle, Stan Maklan
ISBN: 9781351016537
Publisher: Taylor and Francis
Publication: April 24, 2019
Imprint: Routledge
Language: English

Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities.

 

Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

 

NEW TO THIS EDITION:

  • New and updated international case illustrations throughout

  • New and updated screenshots from CRM applications

  • Fully updated to reflect the evolving CRM landscape, including extended coverage of:

  • Big data and its influence on CRM

    Artificial intelligence (AI)

    Advances in CRM analytics

    The relationships between CRM and customer experience management

    The role of social media in customer management strategy

    Real-time marketing

    Chatbots and innovative customer self-service

    Privacy and data security.

  • Updated lecturer support materials online.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities.

 

Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

 

NEW TO THIS EDITION:

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