Customer Relationship Management - Concepts, Applications and Technologies (Paperback, 2nd Edition)

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers.

Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM.

The fifth edition has been fully updated to include:

A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises

A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments

A greater emphasis on managerial applications of CRM through new content to help guide managers

An updated account of new and emerging technologies relevant to CRM

Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM)

Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.

Table of Contents

Section A: Understanding Customer Relationships 1. An Introduction to CRM 2. Understanding Customer-Supplier Relationships Section B: Strategic CRM 3. Managing the Customer Journey: Customer Acquisition 4. Managing the Customer Journey: Customer Retention and Development 5. Managing Customer Perceived Value 6. Customer Portfolio Management Section C: Operational CRM 7. Marketing Automation (MA) 8. Sales Force Automation 9. Service Automation Section D: Analytical CRM 10. Using Customer-Related Data for Analytics 11. Developing and Managing Customer-Related Databases Section E: Implementing CRM Systems 12. Planning and Organising for CRM 13. Implementing CRM Section F: The Future 14. Current Developments in CRM

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	2024
First published:	2024
Authors:	Francis Buttle • Stan Maklan • Daniel Prior • Daniel D Prior
Dimensions:	246 x 189mm (L x W)
Format:	Paperback
Pages:	372
Edition:	2nd Edition
ISBN-13:	978-1-03-224744-1
Categories:	Books > Business & Economics > Business & management > General Promotions Books > Promotion > JB Academic Books > Promotion > Routledge Business
LSN:	1-03-224744-4
Barcode:	9781032247441

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!