Online Public Access Catalogue

Buttle, Francis;

Customer relationship management : concepts and technologies / Francis Buttle and Stan Maklan. - 4th ed. - New York : Routledge, Taylor & Francis Group, 2022. - xxiii, 444 pages : illustraties ; 25 cm.

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

This is a much-anticipated update of the bestselling Customer Relationship Management, including substantial revisions to bring its coverage up to date with the very latest in CRM practice.

9781138498259 9780367376253

Customer relations--Management.

658.812 / BUT