Customer Relationship Management: Concepts and Technologies (Third Edition)

Francis Buttle,Stan Maklan

Verlag: Routledge, 2015
ISBN 10: 1138789836 / ISBN 13: 9781138789838
Gebraucht / Softcover / Anzahl: 0
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Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice.NEW TO THIS EDITION: Updated instructor support materials online Full colour interior Brand new international case illustrations from many industry settings Substantial revisions throughout, including new content on: Social media and social CRM Big data and unstructured data Recent advances in analytical CRM including next best action solutions Marketing, sales and service automation Customer self-service technologies Making the business case and realising the benefits of investment in CRM Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management. Printed Pages: 425. Buchnummer des Verkäufers

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Inhaltsangabe: This much-anticipated new edition of the bestseller Customer Relationship Management: Concepts and Technologies provides a comprehensive and balanced review of CRM, now completely revised to reflect recent changes in CRM practice. The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented.
Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM is used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice.
NEW TO THIS EDITION:

  • Updated instructor support materials online
  • Full colour interior
  • Brand new international case illustrations from many industry settings
  • Substantial revisions throughout, including new content on:

o   Social media and social CRM
o   Big data and unstructured data
o   Recent advances in analytical CRM including next best action solutions
o   Marketing, sales and service automation
o   Customer self-service technologies
o   Making the business case and realising the benefits of investment in CRM

Ideal as a core textbook for students on CRM or related courses such as relationship marketing, database marketing 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.

    Über den Autor: Francis Buttle, BSc, MA, PhD is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia

    Stan Maklan, BSc, MBA, PhD is a Reader in Strategic Marketing, Cranfield School of Management, UK

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    Bibliografische Details

    Titel: Customer Relationship Management: Concepts ...
    Verlag: Routledge
    Erscheinungsdatum: 2015
    Einband: Softcover
    Zustand: New
    Auflage: 3rd edition.

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    Francis Buttle
    Verlag: Taylor & Francis Ltd Feb 2015 (2015)
    ISBN 10: 1138789836 ISBN 13: 9781138789838
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    Buchbeschreibung Taylor & Francis Ltd Feb 2015, 2015. Taschenbuch. Buchzustand: Neu. 246x190x18 mm. Neuware - 426 pp. Englisch. Artikel-Nr. 9781138789838

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