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Customer Relationship Management

3rd Edition

This companion website for Customer Relationship Management: Concepts and Technologies, third edition, provides updated instructor resources for lecturers using this book on their course. Included in this website: PowerPoint slides to accompany each chapter; example student assignment questions for each chapter, and links to case studies relevant to various chapters throughout the book.

Customer Relationship Management: Concepts and Technologies, 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 information systems, human resources, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer lifecycle 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:

  • 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 realizing 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 programmes and those pursuing professional qualifications or accreditation in marketing, sales or service management.