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Customer relationship management: concepts and technologies

Customer relationship management: concepts and technologies

Buttle, Francis; Maklan, Stan

Paperback, Book. English.
4th.
Published London: Routledge, 2019
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Details

Statement of responsibility: Francis Buttle and Stan Maklan
ISBN: 1138498254, 1351016539, 9781138498259, 9781351016537
Note: Previous edition: 2015.
Note: Includes bibliographical references and index.
Physical Description: xxiii, 444 pages : illustrations ; 25 cm.
Subject: Customer relations Management.

Contents

  1. Section A: Understandingcustomer relationships
  2. Introduction to CRM
  3. Understanding relationships
  4. Managing the customer journey: customer acquisition
  5. Managing the customer journey: customer retention and development
  6. Section B: Strategic CRM
  7. Customer portfolio management
  8. Managing customer-experienced value
  9. Managing customer experience
  10. Section C: Operational CRM
  11. Marketing automation
  12. Sales force automation
  13. Service automation
  14. Section D: Analytical CRM
  15. Developing and managing customer-related databases
  16. Using customer-related data
  17. Section E: Realizing the benefits of CRM
  18. Planning to succeed
  19. Implementing CRM
  20. Section F: Looking to the future
  21. The future.