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Customer Relationship Management by Stan Maklan and Francis Buttle (2008, Trade Paperback, Revised edition,New Edition)

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Product Information

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes: · A Tutor Resource pack available to instructors who adopt this text · Case examples illustrating CRM in practice · Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.

Product Identifiers

Publisher
Routledge
ISBN-10
1856175227
ISBN-13
9781856175227
eBay Product ID (ePID)
66594481

Product Key Features

Author
Stan Maklan, Francis Buttle
Publication Name
Customer Relationship Management
Format
Trade Paperback
Language
English
Publication Year
2008
Type
Textbook
Number of Pages
528 Pages

Dimensions

Item Length
9.6in
Item Height
1in
Item Width
7.4in
Item Weight
39.4 Oz

Additional Product Features

Lc Classification Number
Hf5415.5.B88 2008
Edition Description
Revised Edition,New Edition
Edition Number
2
Reviews
Praise for the previous edition:"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits." - Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA., "In the second edition of 'Customer Relationship Management: Concepts and Technologies', Francis Buttle has written the definitive CRM text book. Highly recommended for those seeking an unbiased and comprehensive understanding of CRM from strategy to technology. Buy it, read it, and refer to it often to stay on track for a successful CRM endeavor!" Bob Thompson, CEO, CustomerThink Corp. "Francis Buttle's book is a comprehensive, rigorously researched, contemporary overview of CRM that is generously illuminated with many case illustrations. He shows how CRM technologies in support of a well-tuned customer management strategy can deliver outstanding benefits throughout the customer life-cycle." Sampson Lee, President, GCCRM (Greater China CRM). "This lucid and content-packed book reads and informs like a charm. Buttle's refreshing treatment of CRM as a core business strategy is destined to become a classic. Highly recommended!" Fred Wiersema, business strategist, educator and author, The Discipline of Market Leaders. "This book is crisp, practical and stimulating. It combines Professor Buttle's considerable insights with practical examples and provides a step-by-step pragmatic approach to the application of CRM in business. The inclusion of an equally pragmatic understanding of CRM technology is an enhancing feature of the book. All senior management would benefit from reading it, particularly those who realise that profitable customers are the company's greatest asset and require foolproof guidance to retain them. Because of its sound academic basis, this book is equally beneficial for management students. Overall it represents a comprehensive reference/guide to business success." Professor John A Murphy, Manchester Business School, UK. "Absolutely the best exposition of Customer Relationship Management. 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 astonishing." Professor Philip Kotler, Kellogg School of Management, Northwestern University, USA., Praise for the previous edition: "Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits." - Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA.
Table of Content
Introduction to CRM; Understanding Relationships; Planning And Implementing CRM Projects; Developing, Managing And Using Customer-Related Databases; Customer Portfolio Management; CRM And Customer Experience; Creating Value For Customers; Managing The Customer Life Cycle: Customer Acquisition; Managing The Customer Life Cycle: Customer Retention And Development; Managing Networks For CRM Performance; Managing Supplier And Partner Relationships;Managing Investor And Employee Relationships; Information Technology For CRM; Sales Force Automation; Marketing Automation; Service Automation; Organizational Issues & CRM
Copyright Date
2009
Target Audience
College Audience
Topic
Marketing / General, Customer Relations, General
Dewey Decimal
658.8/12
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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item 1 Customer Relationship Management: Concepts and Technologies
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item 2 Customer Relationship Management Paperback Francis, Maklan, Stan
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item 3 Customer Relationship Management by Maklan, Stan Paperback / softback Book The
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item 4 Customer Relationship Management by Maklan, Stan Paperback Book The Fast Free
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item 6 Customer Relationship Management By Francis Buttle. 978185617522
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Picture 1 of 3

Customer Relationship Management by Stan Maklan and Francis Buttle (2008, Trade Paperback, Revised edition,New Edition)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Customer Relationship Management: Concepts and Technologies

item 2 Customer Relationship Management Paperback Francis, Maklan, Stan

item 3 Customer Relationship Management by Maklan, Stan Paperback / softback Book The

item 4 Customer Relationship Management by Maklan, Stan Paperback Book The Fast Free

item 5 Customer Relationship Management

item 6 Customer Relationship Management By Francis Buttle. 978185617522

item 7 Customer Relationship Management, Second Edition

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