Customer Relationship Management: Concepts and Technologies (4th Edition) – eBook

Customer Relationship Management, 4th Edition, (PDF) continues to be the go-to CRM guide explaining with unmatched clarity what CRM is, its uses, advantages, and implementation. Maklan and Buttle take a managerial perspective to track the part of CRM throughout the customer journey phases of acquisition, retention, and development. Theoretically sound and managerially relevant, the ebook is generously illustrated with examples of technology applications that support sales, marketing, and service teams as they communicate with customers, but supposes no deep technical knowledge on the reader’s part. The ebook is structured around three main types of CRM – operational, strategic, and analytical – and throughout every chapter, case illustrations of CRM in practice and images of CRM software clarify the technicalities.

Ideal as a basic textbook for advanced undergraduate and postgraduate students on CRM or relevant courses such as digital marketing, relationship marketing, customer experience management, or key account management, the ebook is equally valuable to industry professionals, managers engaged in CRM programs, and those following professional qualifications or accreditation in sales, marketing, or service management.

New to this new 4th edition:

• • New and latest screenshots from CRM applications

• • New and latest international case illustrations throughout

• • Completely updated to show the evolving CRM landscape, including extended coverage of:
    • Real-time marketing
    • Artificial intelligence (AI)
    • Privacy and data security.
    • Advances in CRM analytics
    • Big data and its influence on CRM
    • Updated lecturer support materials online.
    • Chatbots and innovative customer self-service
    • The responsibility of social media in customer management strategy
    • The relationships between CRM and customer experience management

NOTE: The product only includes the ebook Customer Relationship Management, 4th Edition, in PDF. No access codes are included.