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Full Description
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.
Contents
Section A 1.Introduction to CRM 2.Understanding Relationships Section B: Strategic CRM 3.Managing the Customer Lifecycle: Customer Acquisition 4.Managing the Customer Lifecycle: Customer Retention and Development 5.Customer Portfolio Management 6.How to Deliver Customer-Experienced Value 7.Managing Customer Experience Section C: Operational CRM 8.Sales force automation 9.Marketing Automation 10.Service Automation Section D: Analytical CRM 11.Developing and Managing Customer-Related Databases 12.Using Customer-Related Data Section E: Realizing the Benefits of CRM 13.Planning to Succeed 14.Implementing CRM Section F: Looking to the Future 15.The Future
