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Customer Relationship Management


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Table of Contents

Section A 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

About the Author

Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia. Stan Maklan, BSc, MBA, PhD, is a Reader in Strategic Marketing, Cranfield School of Management, UK.


`This is absolutely the best exposition of CRM. I can't think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astounding.' - Professor Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA `This book is crisp, practical and stimulating. It combines Francis Buttle and Stan Maklan's considerable insights with practical examples and provides a step-by-step pragmatic approach to the application of CRM in business. Their coverage of CRM technology is an enhancing feature of the book. All senior management would benefit from reading it, particularly those who realize that profitable customers are their company's greatest asset and require fool proof guidance to retain them. Well-grounded academically, this book is equally beneficial for management students. Overall, it sets out a comprehensive reference guide to business success.' - Professor John A Murphy, United Utilities, Professor of Customer Management, Manchester Business School, UK `A reference work to understand the ever-changing field of CRM. Especially demystifying what CRM is, what it is not, and offering a very comprehensive view on how to approach it and unlock its true value.' - Greg Lecointe, Director CX Applications Business Group, Oracle Corporation `A great tour of the CRM landscape that covers the vastness between Operational and Strategic CRM while providing a robust overview of customer-related data and data mining. A definite reference for managers looking to take customer-centered strategies to the next level.' - Ian Di Tullio, Director Loyalty and Relationship Marketing Air Canada `Francis Buttle and Stan Maklan's third edition of Customer Relationship Management is a comprehensive, soup-to-nuts compendium of information and guidance that ought to be a desk reference for every CRM professional in business today, whether you sell products or services, to consumers or businesses.' - Don Peppers, Founding Partner, Peppers & Rogers Group `This lucid and content-packed book reads and informs like a charm. Francis Buttle and Stan Maklan's refreshing treatment of CRM as a core business strategy is destined to become a classic. Highly recommended.' - Fred Wiersema, customer strategist, chair of the B2B Leadership Board, and top-selling author of `The Discipline of Market Leaders'

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