Customer Relationship Management: Concepts and Technologies
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Type
Book
Authors
ISBN 10
1138789836
ISBN 13
9781138236813
Category
Customer Service (B-7)
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Publication Year
2015
Publisher
Pages
426
Description
This much-anticipated new edition of the bestseller Customer Relationship Management: Concepts and Technologies provides a comprehensive and balanced review of CRM, now completely revised to reflect recent changes in CRM practice. The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM is used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice. NEW TO THIS EDITION:Updated instructor support materials onlineFull colour interiorBrand new international case illustrations from many industry settingsSubstantial revisions throughout, including new content on:o Social media and social CRMo Big data and unstructured datao Recent advances in analytical CRM including next best action solutionso Marketing, sales and service automationo Customer self-service technologieso Making the business case and realising the benefits of investment in CRM Ideal as a core textbook for students on CRM or related courses such as relationship marketing, database marketing 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. - from Amzon
Number of Copies
5
Library | Accession No | Call No | Copy No | Edition | Location | Availability |
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Main | 3282 | 1 | Yes | |||
Main | 3305 | 2 | Yes | |||
Main | 3344 | 3 | Yes | |||
Main | 3345 | 4 | Yes | |||
Main | 3352 | 5 | Yes |