Customer Relationship Management Concepts Applications and Technologies 5th Edition by Daniel Prior,Francis Buttle,Stan Maklan ISBN 1032280603 978-1032280608

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Product details:

ISBN 10: 1032280603

ISBN 13: 978-1032280608 

Author: Daniel Prior, Francis Buttle, Stan Maklan

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

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Tags: Daniel Prior, Francis Buttle, Stan Maklan, Customer Relationship, Management Concepts, Applications and Technologies