Statement of responsibility: Francis Buttle and Stan Maklan
ISBN: 1138498254, 1351016539, 9781138498259, 9781351016537
Previous edition: 2015.
Includes bibliographical references and index.
xxiii, 444 pages : illustrations ; 25 cm.
Customer relations Management.
- Section A: Understandingcustomer relationships
- Introduction to CRM
- Understanding relationships
- Managing the customer journey: customer acquisition
- Managing the customer journey: customer retention and development
- Section B: Strategic CRM
- Customer portfolio management
- Managing customer-experienced value
- Managing customer experience
- Section C: Operational CRM
- Marketing automation
- Sales force automation
- Service automation
- Section D: Analytical CRM
- Developing and managing customer-related databases
- Using customer-related data
- Section E: Realizing the benefits of CRM
- Planning to succeed
- Implementing CRM
- Section F: Looking to the future
- The future.