Customer Relationship Management (concepts, Applications And Technologies)

By (author) Prior, Daniel D.; By (author) Buttle Francis; By (author) Maklan Stan
Short description/annotation:

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.

Description:

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.

Table of contents:
Section A: Understanding Customer Relationships 1. An Introduction to CRM 2. Understanding Customer-Supplier Relationships Section B: Strategic CRM 3. Managing the Customer Journey: Customer Acquisition 4. Managing the Customer Journey: Customer Retention and Development  5. Managing Customer Perceived Value 6. Customer Portfolio Management Section C: Operational CRM 7. Marketing Automation (MA) 8. Sales Force Automation 9. Service Automation Section D: Analytical CRM 10. Using Customer-Related Data for Analytics 11. Developing and Managing Customer-Related Databases Section E: Implementing CRM Systems 12. Planning and Organising for CRM 13. Implementing CRM Section F: The Future 14. Current Developments in CRM
Review quote:

''In the fifth edition, Prior, Buttle and Maklan take what was already THE reference book for Customer Relationship Management to the next level, providing a highly contemporary and deeply pragmatic view of how to create value with CRM today and tomorrow.'' Ross Dawson, futurist, keynote speaker, strategy advisor, and author of 5 books including Thriving on Overload

''Completely updated, this remains 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, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

''The great thing about this book is that the authors keep it updated. Students get that rare combination of a comprehensive guide to theory, the injection of practical ex