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Customer Relationship Management - Concepts and Technologies (Hardcover, 4th edition)
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Customer Relationship Management - Concepts and Technologies (Hardcover, 4th edition)
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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. Ideal as a core textbook for
advanced undergraduate and postgraduate students on CRM or related
courses such as relationship marketing, digital marketing, customer
experience management 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. NEW TO
THIS EDITION: New and updated international case illustrations
throughout New and updated screenshots from CRM applications Fully
updated to reflect the evolving CRM landscape, including extended
coverage of: Big data and its influence on CRM Artificial
intelligence (AI) Advances in CRM analytics The relationships
between CRM and customer experience management The role of social
media in customer management strategy Real-time marketing Chatbots
and innovative customer self-service Privacy and data security.
Updated lecturer support materials online.
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