Customer Relationship Management: Concepts and Technologies 4/e [Buttle] 9781138498259

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.

頁數：468
版次：第4版
年份：2019年
規格：平裝/彩色
ISBN：9781138498259

Section A: Understanding Customer Relationships
1. Introduction to CRM
2. Understanding Relationships
3. Managing the Customer Journey: Customer Acquisition
4. Managing the Customer Journey: Customer Retention and Development
Section B: Strategic CRM
5. Customer Portfolio Management
6. Managing Customer-Experienced Value
7. Managing customer experience
Section C: Operational CRM
8. Marketing Automation
9. Sales force automation
10. Service Automation
Section D: Analytical CRM
11. Developing and Managing Customer-Related Databases
12. Using Customer-Related Data
Section E: Realizing the Benefits of CRM
13. Planning to Succeed
14. Implementing CRM
Section F: Looking to the Future
15. The Future