This much-anticipated new edition of the bestseller Customer Relationship Management provides a comprehensive and balanced review of CRM, now with substantial revisions responding to the recent changes in CRM practice.
The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. The key to this book’s success is that it is not tied to any particular perspective, but identifies and explores four different forms of CRM: strategic, operational, analytical and collaborative. Also importantly, this is not a book about CRM technology: rather, it is about how technologies can be used to enhance the achievement of business objectives and support broader organisational goals.
Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of academic disciplines including HR, project management, finance, strategy and more, supplemented by research conducted by top independent analysts.
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 liberally illustrated both with screenshots from CRM software applications and case illustrations of CRM in practice.
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 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:
Francis Buttle, BSc, MA, PhD is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia
Stan Maklan, BSc, MBA, PhD is a Reader in Strategic Marketing, Cranfield School of Management, UK
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