eBook - ePub

Customer Relationship Management

Name: Customer Relationship Management
ISBN: 9781000965834

Concepts, Applications and Technologies

Daniel D. Prior,

Francis Buttle,

Stan Maklan,

346 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Customer Relationship Management

Concepts, Applications and Technologies

Daniel D. Prior,

Francis Buttle,

Stan Maklan,

About this book

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.

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Yes, you can access Customer Relationship Management by Daniel D. Prior,Francis Buttle,Stan Maklan in PDF and/or ePUB format, as well as other popular books in Commerce & Commerce Général. We have over one million books available in our catalogue for you to explore.