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.

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

Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include: New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing. New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience. Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content. New/updated international case studies including many more from Asian and African destinations. This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.

Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry.

The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include:

New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing

New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience

Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content

New/updated international case studies including many more from Asian and African destinations

This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.

Table of Contents

Part A: Introduction

1. Introduction to Hospitality Marketing

Part B: Pre-Encounter Marketing

2. Marketing Research

3. Understanding and Segmenting Customers

4. Competitive Strategies

5. Developing the Hospitality Experience

6. Locating the Offer

7. Pricing the Offer and Revenue Management

8. Distributing the Offer

9. Communicating the Offer

Part C: Encounter Marketing

10. Managing the Physical Environment

11. Managing the Service Processes

12. Managing Customer-Contact Employees

Part D: Post-Encounter Marketing

13. Measuring and Managing Customer Satisfaction and Word-of-Mouth (WOM)

14. Relationship Marketing

Part E: The Marketing Plan

15. Marketing Planning

This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. This 3rd Edition has been updated to include: Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing Updated online resources including: power point slides, test bank of questions, web links and additional case studies New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels New discussion questions to consolidate student learning at the end of each chapter.

Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.