Customer relationship management : concepts and technologies

Francis Buttle and Stan Maklan

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, pro

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Year of publication:	2015 ; 3. ed.
Authors:	Buttle, Francis A. ; Maklan, Stan
Publisher:	London [u.a.] : Routledge
Subject:	Beziehungsmarketing \| Relationship marketing \| Kundenmanagement

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Extent:	Online-Ressource (427 p)
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Lehrbuch ; Textbook
Language:	English
Notes:	Description based upon print version of record Cover; Title; Copyright; Dedication; CONTENTS; List of figures; List of tables; About the authors; Preface and acknowledgements; Part I UNDERSTANDING CUSTOMER RELATIONSHIPS; 1 Introduction to CRM; Chapter objectives; Introduction; Strategic CRM; Operational CRM; Analytical CRM; Where does social CRM fit?; Misunderstandings about CRM; Defining CRM; CRM constituencies; Commercial contexts of CRM; The not-for-profit context - the 'third sector'; Models of CRM; Summary; Notes and references; 2 Understanding relationships; Chapter objectives; What is a relationship?; Relationship quality Why companies want relationships with customersCustomer lifetime value; When might companies not want relationships with customers?; Why customers want relationships with suppliers; Customer satisfaction, loyalty and business performance; Relationship management theories; Summary; Notes and references; 3 Managing the customer lifecycle - customer acquisition; Chapter objectives; Introduction; What is a new customer?; Portfolio purchasing; Prospecting; Key performance indicators of customer acquisition programmes; Making the right offer; Operational CRM tools that help customer acquisition SummaryNotes and references; 4 Managing the customer lifecycle - customer retention and development; Chapter objectives; Introduction; What is customer retention?; Economics of customer retention; Which customers to retain?; Strategies for customer retention; Positive customer retention strategies; Context makes a difference; Key performance indicators of customer retention programmes; The role of research in reducing churn; Strategies for customer development; Strategies for terminating customer relationships; Summary; Notes and references; Part II STRATEGIC CRM 5 Customer portfolio managementChapter objectives; What is a portfolio?; Who is the customer?; Basic disciplines for CPM; CPM in the business-to-business context; Customer portfolio models; Additional customer portfolio management tools; Strategically significant customers; The seven core customer management strategies; Summary; Notes and references; 6 How to deliver customer-experienced value; Chapter objectives; Introduction; Understanding value; When do customers experience value?; Modelling customer-perceived value; Sources of customer value; Customization; Value through the marketing mix SummaryNotes and references; 7 Managing customer experience; Chapter objectives; Introduction; What is customer experience?; Customer experience concepts; How to manage customer experience; What distinguishes customer experience management from customer relationship management?; How CRM software applications influence customer experience; Summary; Notes and references; Part III OPERATIONAL CRM; 8 Sales force automation; Chapter objectives; Introduction; What is SFA?; The SFA eco-system; SFA software functionality; SFA adoption; How SFA changes sales performance; Summary; Notes and references 9 Marketing automation
ISBN:	978-1-138-78982-1 ; 978-1-317-65476-6
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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