Description

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:

Readership

MBA and Masters students, and upper-level undergraduates studying CRM or related advanced courses such as relationship marketing, database marketing, customer management, sales management, key account management, strategic management, customer value management, and customer service management; those pursuing professional qualifications or accreditation in marketing through international organizations such as the Chartered Institute of Marketing and the Institute of Direct Marketing, or national bodies such as the Marketing Institute of Ireland or the Canadian Institute of Marketing; senior and mid-level managers who are involved in CRM programs and system implementations; students pursuing professional qualifications or accreditation in sales management or key account management through international organizations such as the Institute of Sales & Marketing Management and the Association of International Marketing; CRM users who want a better understanding of this complex area.

Quotes

“In the second edition of ‘Customer Relationship Management: Concepts and Technologies’, Francis Buttle has written the definitive CRM text book. Highly recommended for those seeking an unbiased and comprehensive understanding of CRM from strategy to technology. Buy it, read it, and refer to it often to stay on track for a successful CRM endeavor!”
Bob Thompson, CEO, CustomerThink Corp.

“Francis Buttle’s book is a comprehensive, rigorously researched, contemporary overview of CRM that is generously illuminated with many case illustrations. He shows how CRM technologies in support of a well-tuned customer management strategy can deliver outstanding benefits throughout the customer life-cycle.”
Sampson Lee, President, GCCRM (Greater China CRM).

“This lucid and content-packed book reads and informs like a charm. Buttle’s refreshing treatment of CRM as a core
business strategy is destined to become a classic. Highly recommended!”
Fred Wiersema, business strategist, educator and author, The Discipline of Market Leaders.

“This book is crisp, practical and stimulating. It combines Professor Buttle’s considerable insights with practical examples and provides a step-by-step pragmatic approach to the application of CRM in business. The inclusion of an equally pragmatic understanding of CRM technology is an enhancing feature of the book. All senior management would benefit from reading it, particularly those who realise that profitable customers are the company’s greatest asset and require foolproof guidance to retain them. Because of its sound academic basis, this book is equally beneficial for management students. Overall it represents a comprehensive reference/guide to business success.”
Professor John A Murphy, Manchester Business School, UK.

“Absolutely the best exposition of Customer Relationship Management. 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 astonishing.”
Professor Philip Kotler, Kellogg School of Management, Northwestern University, USA.

Contents

• View Table of Contents

Author Information

By Francis Buttle, Professor of Management, Macquarie Graduate School of Management, Macquarie University, Sydney, Australia