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Customer Relationship Management

Concepts and Technologies, 3rd Edition

By Francis Buttle, Stan Maklan

Routledge – 2015 – 400 pages

Purchasing Options:

  • Pre-Order NowPaperback: $71.95
    978-1-13-878983-8
    February 10th 2015
    Available for pre-order
  • Pre-Order NowHardback: $225.00
    978-1-13-878982-1
    February 10th 2015
    Available for pre-order

Description

Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies.

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 can be 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 online
  • Full colour interior
  • Brand new international case illustrations from many industry settings
  • Substantial revisions throughout, including new content on:
    • Social media and social CRM
    • Big data and unstructured data
    • Recent advances in analytical CRM including next best action solutions
    • Marketing, sales and service automation
    • Customer self-service technologies
    • Making the business case and realising the benefits of investment in CRM

Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

Reviews

‘This is absolutely the best exposition of CRM. I can't think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astounding.’ - Professor Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

‘This book is crisp, practical and stimulating. It combines Francis Buttle and Stan Maklan’s considerable insights with practical examples and provides a step-by-step pragmatic approach to the application of CRM in business. Their coverage of CRM technology is an enhancing feature of the book. All senior management would benefit from reading it, particularly those who realize that profitable customers are their company's greatest asset and require fool proof guidance to retain them. Well-grounded academically, this book is equally beneficial for management students. Overall, it sets out a comprehensive reference guide to business success.’ - Professor John A Murphy, United Utilities, Professor of Customer Management, Manchester Business School, UK

‘A reference work to understand the ever-changing field of CRM. Especially demystifying what CRM is, what it is not, and offering a very comprehensive view on how to approach it and unlock its true value.’ - Greg Lecointe, Director CX Applications Business Group, Oracle Corporation

‘A great tour of the CRM landscape that covers the vastness between Operational and Strategic CRM while providing a robust overview of customer-related data and data mining. A definite reference for managers looking to take customer-centered strategies to the next level.’ - Ian Di Tullio, Director Loyalty and Relationship Marketing Air Canada

‘Francis Buttle and Stan Maklan’s third edition of Customer Relationship Management is a comprehensive, soup-to-nuts compendium of information and guidance that ought to be a desk reference for every CRM professional in business today, whether you sell products or services, to consumers or businesses.’ - Don Peppers, Founding Partner, Peppers & Rogers Group

‘This lucid and content-packed book reads and informs like a charm. Francis Buttle and Stan Maklan’s refreshing treatment of CRM as a core business strategy is destined to become a classic. Highly recommended.’ - Fred Wiersema, customer strategist, chair of the B2B Leadership Board, and top-selling author of ‘The Discipline of Market Leaders’

Contents

Section A 1.Introduction to CRM 2.Understanding Relationships Section B: Strategic CRM 3.Managing the Customer Lifecycle: Customer Acquisition4.Managing the Customer Lifecycle: Customer Retention and Development 5.Customer Portfolio Management 6.How to Deliver Customer-Experienced Value7.Managing Customer Experience Section C: Operational CRM 8.Sales force automation9.Marketing Automation10.Service Automation Section D: Analytical CRM 11.Developing and Managing Customer-Related Databases12.Using Customer-Related Data Section E: Realizing the Benefits of CRM 13.Planning to Succeed14.Implementing CRM Section F: Looking to the Future 15.The Future

Author Bio

Francis Buttle, BSc, MA, PhD is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia

Stan Maklan, BSc, MBA, PhD is a Reader in Strategic Marketing, Cranfield School of Management, UK

Name: Customer Relationship Management: Concepts and Technologies, 3rd Edition (Paperback)Routledge 
Description: By Francis Buttle, Stan Maklan. Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains...
Categories: Relationship Marketing, Internet / Digital Marketing / e-Marketing, Marketing Research, Consumer Behaviour