02738cam a22002775a 45000010009000000050017000090080041000260200018000670400033000850820021001181000027001392450101001662500012002672600066002793000034003455000024003795040041004035201734004446500050021786510010022286530025022387000018022639420008022819990017022899520154023061825005320160828115836.0140801s2015    enka   frb    001 0 eng d  a9781138789838  aDLCbengcDLCdDLCdEG-ScBUE04a658.812222bBUT1 aButtle, Francis94092010aCustomer relationship management :bconcepts and technologies /cFrancis Buttle and Stan Maklan.  a3rd ed.  aOxon ;aNew York :bRoutledge / Taylor & Francis Group,c2015  axxv, 400 p. :bill. ;c26 cm.  aIndex : p. 391-400.  aIncludes bibliographical references.  a"This much-anticipated new edition of the bestseller Customer Relationship Management provides a comprehensive and balanced review of CRM, now with substantial revisions responding to the recent changes in CRM practice. The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice. NEW TO THIS EDITION: - Updated instructor support materials online - Full colour interior - Brand new international case illustrations from many industry settings - Substantial revisions throughout, including new content on: o Social media and social CRM o Big data and unstructured data o Recent advances in analytical CRM including next best action solutions o Marketing, sales and service automation o Customer self-service technologies o Making the business case and realising the benefits of investment in CRM Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management"-- 7aCustomer relationsxManagement.2BUEsh936922  2BUEsh  bBUSADMcAugust 2016	1 aMaklan, Stan.  2ddc  c22250d22222  00102ddc40708BaccahaMAINbMAINc1STd2016-08-28ePurchaseg510.00h25136l1o658.812 BUTp000033406r2025-07-15 00:00:00s2024-03-13v637.50yBB