Customer Relationship Management: Concepts and Technologies

by Francis Buttle, Stan Maklan

Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies.

Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice.

NEW TO THIS EDITION:



Updated instructor support materials online



Full colour interior



Brand new international case illustrations from many industry settings



Substantial revisions throughout, including new content on:



Social media and social CRM



Big data and unstructured data



Recent advances in analytical CRM including next best action solutions



Marketing, sales and service automation



Customer self-service technologies



Making the business case and realising the benefits of investment in CRM


　

Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

Genres: Business, Reference

426 pages, Paperback

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