Articles liés à Customer Relationship Management: Concepts and Technologies

Customer Relationship Management: Concepts and Technologies - Couverture souple

Buttle, Francis

 
9781138789838: Customer Relationship Management: Concepts and Technologies
Couverture souple
ISBN 10 : 1138789836 ISBN 13 : 9781138789838
Editeur : Routledge, 2015

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia. Stan Maklan, BSc, MBA, PhD, is a Reader in Strategic Marketing, Cranfield School of Management, UK.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2015
Langue
anglais
ISBN 10 
1138789836
ISBN 13 
9781138789838
Reliure
Broché
Numéro d'édition
3
Nombre de pages
426
Coordonnées du fabricant
non disponible
Personne responsable
non disponible