Description
Product ID: | 9781032247441 |
Product Form: | Paperback / softback |
Country of Manufacture: | GB |
Title: | Customer Relationship Management |
Subtitle: | Concepts, Applications and Technologies |
Authors: | Author: Daniel D. Prior, Stan Maklan, Francis Buttle |
Page Count: | 346 |
Subjects: | Economics, Economics, Market research, Databases, Computer science, Market research, Databases, Computer science |
Description: | Select Guide Rating This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM. The fifth edition has been fully updated to include:
Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions. |
Imprint Name: | Routledge |
Publisher Name: | Taylor & Francis Ltd |
Country of Publication: | GB |
Publishing Date: | 2024-01-23 |