Customer relationship management

concepts and technologies

Francis Buttle, Stan Maklan

Research output: Book/ReportBook

Abstract

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.
Original languageEnglish
Place of PublicationAbingdon, Oxon ; New York, NY
PublisherRoutledge, Taylor and Francis Group
Number of pages444
Edition4th
ISBN (Electronic)9781351016551
ISBN (Print)9781138498266, 9781138498259
Publication statusPublished - 2019

Bibliographical note

Revised edition of the authors' Customer relationship management, 2015.

Keywords

  • Customer relations / Management
  • Kundenmanagement

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