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.
|Place of Publication||Abingdon, Oxon ; New York, NY|
|Publisher||Routledge, Taylor and Francis Group|
|Number of pages||444|
|ISBN (Print)||9781138498266, 9781138498259|
|Publication status||Published - 2019|
Bibliographical noteRevised edition of the authors' Customer relationship management, 2015.
- Customer relations / Management