000			01994nam a2200289Ia 4500
001			3371
008			230305s2019 xx 000 0 und d
020			_a9781138498259
043			_aen_UK
041			_aeng
245		0	_aCustomer relationship management
260			_aNew York ; London _bRoutledge Taylor & Francis Group, _c2019
300			_axxiii, 444 pages : illustrations ; 25 cm
500			_aconcepts and technologies
520			_aCustomer 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.
630			_aHF COMMERCE _914
650		0	_aCustomer relations _xManagement _99249
650			_a _912
700			_aMaklan, Stan _eAutor _913912
700			_aButtle, Francis _eAutor _913913
902			_a348
905			_am
912			_a2019-01-01
942			_a1
953			_d2022-06-07 10:53:35
999			_c3206 _d3206