Customer Relationship Management: Concepts and Technologies

Francis Buttle

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Sprache: Englisch

Verlag: Routledge, 2019

1138498254 / 9781138498259

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Artikelbeschreibung des Verkäufers

Customer 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.NEW TO THIS EDITION:New and updated international case illustrations throughoutNew and updated screenshots from CRM applicationsFully updated to reflect the evolving CRM landscape, including extended coverage of:Big data and its influence on CRMArtificial intelligence (AI)Advances in CRM analyticsThe relationships between CRM and customer experience managementThe role of social media in customer management strategyReal-time marketingChatbots and innovative customer self-servicePrivacy and data security Updated lecturer support materials online.…

Bestandsnummer des Verkäufers CIN1138498254VG

Titel
Customer Relationship Management: Concepts and Technologies
Autor
Francis Buttle
Verlag
Routledge
Erscheinungsjahr
2019
Zustand
Very Good
Einband
Paperback
Sprache
Englisch
ISBN-10
1138498254
ISBN-13
9781138498259
Auflage
4. Auflage

World of Books (was SecondSale)

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