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.
Content:
Section A Understanding Customer Relationships
An Introduction to CRM
Understanding Customer-Supplier Relationships
Section B Strategic CRM
Managing the Customer Journey: Customer Acquisition
Managing the Customer Journey: Customer Retention and Development
Managing Customer Perceived Value
Customer Portfolio Management
Section C Operational CRM
Marketing Automation (MA)
Sales Force Automation
Service Automation
Section D Analytical CRM
Using Customer-Related Data for Analytics
Developing and Managing Customer-Related Databases
Section E Implementing CRM Systems
Planning and Organising for CRM
Implementing CRM
Section F The Future
Current Developments in CRM
Appendix: CRM Hosting Options
| Title |
Customer Relationship Management : Concepts, Applications, and Technologies 5/e
|
| ISBN-13 |
—
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| ISBN-10 |
—
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| Publisher / Imprint |
Routledge
|
| Binding |
Paperback
|
| Edition |
1st Edition
|
| Publication Date |
2026
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| Number of Pages |
—
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Table of contents is being compiled for this publication.
