Customer Relationship Management

by Francis Buttle, Stan Maklan

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

Genres: Business, Reference

468 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