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Customer Relationship Management

Concepts and Technologies

Paperback Engels 2015 9781138789838
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Samenvatting

Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice.

The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies.

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:
- Social media and social CRM
- Big data and unstructured data
- Recent advances in analytical CRM including next best action solutions
- Marketing, sales and service automation
- Customer self-service technologies
- 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 also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

Specificaties

ISBN13:9781138789838
Taal:Engels
Bindwijze:paperback
Aantal pagina's:426
Uitgever:Routledge
Druk:3
Verschijningsdatum:2-2-2015
Hoofdrubriek:Reclame en verkoop

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Inhoudsopgave

Section

1.Introduction to CRM
2.Understanding Relationships

Section B: Strategic CRM
3.Managing the Customer Lifecycle: Customer Acquisition
4.Managing the Customer Lifecycle: Customer Retention and Development
5.Customer Portfolio Management
6.How to Deliver Customer-Experienced Value
7.Managing Customer Experience

Section C: Operational CRM
8.Sales force automation
9.Marketing Automation
10.Service Automation

Section D: Analytical CRM
11.Developing and Managing Customer-Related Databases
12.Using Customer-Related Data

Section E: Realizing the Benefits of CRM
13.Planning to Succeed
14.Implementing CRM

Section F: Looking to the Future
15.The Future

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