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To order this title, and for more information, click here
Second Edition
By
Francis Buttle, Founder and principal consultant of Francis Buttle & Associates, Sydney, Australia.
Description
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.
Audience
MBA and Masters students, and upper-level undergraduates studying CRM or related advanced courses such as relationship marketing, database
marketing, customer management, sales management, key account management, strategic management, customer value management, and customer
service management; those pursuing professional qualifications or accreditation in marketing through international organizations such
as the Chartered Institute of Marketing and the Institute of Direct Marketing, or national bodies such as the Marketing Institute of
Ireland or the Canadian Institute of Marketing; senior and mid-level managers who are involved in CRM programs and system implementations;
students pursuing professional qualifications or accreditation in sales management or key account management through international organizations
such as the Institute of Sales & Marketing Management and the Association of International Marketing; CRM users who want a better understanding
of this complex area.
Contents
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.
| Bibliographic details |
Paperback, 522 pages, publication date: AUG-2008
ISBN-13: 978-1-85617-522-7
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 43.95
USD 52.95
GBP 29.99
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076/735
Last update: 5 Sep 2009
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