Customer Relationship Management
Product ID: 144876887
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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 Review: Needed it for class - It is what the class required so I bought it and the book was in great condition and worked well for the class. Review: MARKETING - This is about business management. Amazing work to grow your business , portfolio management.
| Best Sellers Rank | #2,028,009 in Books ( See Top 100 in Books ) #636 in Market Research Business (Books) #913 in Marketing & Consumer Behavior #1,002 in Customer Relations (Books) |
| Customer Reviews | 4.6 out of 5 stars 80 Reviews |
A**R
Needed it for class
It is what the class required so I bought it and the book was in great condition and worked well for the class.
A**Q
MARKETING
This is about business management. Amazing work to grow your business , portfolio management.
K**B
Easy peasy
Easy leash and no book to carry around or to send back!
H**Y
High quality and highly recommended
High quality and highly recommended
M**I
Textbook required for graduate course my wife is taking
The book is the exact book required for her course (exact ISBN number). It only cost about $20 more to get a new copy of it here instead of renting it from the university. She likes to take notes and does a lot of underlining in her books so purchasing it makes sense. No comment on the content yet since it just arrived yesterday but it looks like it covers a lot of important areas on the topic.
J**E
Same as described in the image
Came at a steady pace and the book is interesting
A**X
) Great book and it came fast :)
) Great book and it came fast :)
B**E
A book from gold.
The best book about CRM I have ever read, nourished by knowledge and updated information, I highly recommend it to those who want to learn or to go deeper about customer journey management.
A**R
Highly recommend
Really very interesting whether you are studying Relationship Marketing or are in business. If the latter, it puts a lot into perspective
Trustpilot
1 month ago
1 month ago