Customer Relationship Management : Concepts and Technologies
Language: English
Published by Routledge, 2015
- Softcover
- Used
Seller: GreatBookPrices, Columbia, MD, U.S.A.GreatBookPrices
AbeBooks seller since April 6, 2009
Condition: Used - Good
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- Title
- Customer Relationship Management : Concepts and Technologies
- Author
- Buttle, Francis; Maklan, Stan
- Publisher
- Routledge
- Publication year
- 2015
- Condition
- good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1138789836
- ISBN 13
- 9781138789838
- Edition
- 3rd Edition
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 is 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:
o Social media and social CRM
o Big data and unstructured data
o Recent advances in analytical CRM including next best action solutions
o Marketing, sales and service automation
o Customer self-service technologies
o Making the business case and realising the benefits of investment in CRM
Ideal as a core textbook for 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.
"Synopsis" may belong to another edition of this title.
About the Author
Stan Maklan, BSc, MBA, PhD is a Reader in Strategic Marketing, Cranfield School of Management, UK
"About the title" may belong to another edition of this title.
GreatBookPrices
Columbia, MD, U.S.A.
AbeBooks seller since April 6, 2009
Shipping rates within U.S.A.
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