(eTextbook PDF) for Customer Relationship Management: Concepts and Technologies 4th Edition – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 1138498254
• ISBN-13 ‏ : ‎ 978-1138498259
• Author: Francis Buttle

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.

Table contents:

Section A: Understanding Customer Relationships

1. Introduction to CRM

2. Understanding Relationships

3. Managing the Customer Journey: Customer Acquisition

4. Managing the Customer Journey: Customer Retention and Development

Section B: Strategic CRM

5. Customer Portfolio Management

6. Managing Customer-Experienced Value

7. Managing customer experience

Section C: Operational CRM

8. Marketing Automation

9. Sales force automation

10. Service Automation

Section D: Analytical CRM

11. Developing and Managing Customer-Related Databases

12. Using Customer-Related Data

Section E: Realizing the Benefits of CRM

13. Planning to Succeed

14. Implementing CRM

Section F: Looking to the Future

15. The Future

Index

Title tag:

1. Explore Advanced CRM Strategies in the 4th Edition of Customer Relationship Management: Concepts and Technologies
2. Master CRM with the Latest Concepts and Technologies: Customer Relationship Management 4th Edition
3. Customer Relationship Management 4th Edition: Unveiling New CRM Techniques and Tech Advancements