Essentials of Marketing Research | Global Marketing | Consumer Behavior | Customer Service Skills for Success | Understanding Computers in a Changing Society | Integrated Business Processes with ERP Systems | Advertising and Promotion | Strategic Management | The Crm Handbook
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 online
- Full colour interior
- Brand new international case illustrations from many industry settings
- Substantial revisions throughout, including new content on:
oÃÂ ÃÂ Social media and social CRM
oÃÂ ÃÂ Big data and unstructured data
oÃÂ ÃÂ Recent advances in analytical CRM including next best action solutions
oÃÂ ÃÂ Marketing, sales and service automation
oÃÂ ÃÂ Customer self-service technologies
oÃÂ ÃÂ 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.
About: 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.
About: 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.
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