Customer Relationship Management: Concepts and Technologies

by Francis Buttle

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition alsoA A Tutor Resource pack available to instructors who adopt this textA Case examples illustrating CRM in practiceA Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer serviceStudent readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated withaeight new chapters."

Genres: Business, Reference

523 pages, Kindle Edition

First published November 1, 2003

Reviews

[Seb · Rating 3 out of 5]

Il libro offre concetti chiave preziosi, ma la sua complessità rende la lettura difficile e la comprensione degli argomenti talvolta confusa. Sebbene alcuni punti siano rilevanti, il testo si rivela complicato e non facilmente accessibile.

[Kristen Head · Rating 2 out of 5]

This textbook had some good key points. However, for me it was a hard read that made some topics confusing and not easily understood.

[Bonita Hyun]

amazing