Customer Relationship Management : Concepts, Applications and Technologies
Language: English
Published by Routledge, 2024
- Hardcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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nach der Bestellung gedruckt Neuware - Printed after ordering - This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers.
Seller Inventory # 9781032280608
- Title
- Customer Relationship Management : Concepts, Applications and Technologies
- Author
- Francis Buttle
- Publisher
- Routledge
- Publication year
- 2024
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 1032280603
- ISBN 13
- 9781032280608
- Edition
- 5th or later Edition
- Item weight
- 1,023 grams
- Dimensions
- 260x208x25 mm
This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers.
Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM.
The fifth edition has been fully updated to include:
- A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises
- A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments
- A greater emphasis on managerial applications of CRM through new content to help guide managers
- An updated account of new and emerging technologies relevant to CRM
- Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM)
Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.
"Synopsis" may belong to another edition of this title.
About the Author
Daniel D. Prior, BCom, MCom, GradCertUnivLear&Teach, PhD, FAMI CPM SFHEA, is Associate Professor of Buyer-Supplier Engagement at the University of New South Wales, Australia, and Visiting Professor of Strategic Sales at Cranfield University, UK. Daniel is currently Deputy Head Education (Courses) of the UNSW Canberra School of Business and former Co-Director of the Centre for Strategic Marketing and Sales at Cranfield University, UK.
Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates. He was previously Professor of CRM, Relationship Marketing, and Marketing at Macquarie University (Australia) and Manchester Business School (UK).
Stan Maklan, BSc, MBA, PhD, is Emeritus Professor at Cranfield School of Management (UK), where he was previously Professor of Marketing and Technology and Director of the Centre for Strategic Marketing and Sales.
"About the title" may belong to another edition of this title.
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