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

Specifications

Book Description

Customer Relationship Management; 4th Edition; (PDF) continues to be the go-to CRM information explaining with unmatched readability what CRM is; its makes use of; benefits; and implementation. Maklan and Buttle take a managerial perspective to trace the a part of CRM all through the shopper journey phases of acquisition; retention; and improvement. Theoretically sound and managerially related; the ebook is generously illustrated with examples of know-how purposes that assist gross sales; advertising; and service groups as they convey with clients; however supposes no deep technical data on the reader’s half. The ebook is structured round three most important sorts of CRM – operational; strategic; and analytical – and all through each chapter; case illustrations of CRM in apply and photographs of CRM software program make clear the technicalities.

Ideal as a primary textbook for superior undergraduate and postgraduate college students on CRM or related programs resembling digital advertising; relationship advertising; buyer expertise administration; or key account administration; the ebook is equally priceless to trade professionals; managers engaged in CRM applications; and these following skilled {qualifications} or accreditation in gross sales; advertising; or service administration.

New to this new 4th edition:

• • • • New and newest screenshots from CRM purposes

     

     

• • • • New and newest worldwide case illustrations all through

     

     

• • • • Completely up to date to point out the evolving CRM panorama; together with prolonged protection of:
        • • Real-time advertising

         

        • • Artificial intelligence (AI)

         

        • • Privacy and information safety.

         

        • • Advances in CRM analytics

         

        • • Big information and its affect on CRM

         

        • • Updated lecturer assist supplies on-line.

         

        • • Chatbots and progressive buyer self-service

         

        • • The duty of social media in buyer administration technique

         

        • • The relationships between CRM and buyer expertise administration

         

         

     

     

NOTE: The product solely consists of the ebook Customer Relationship Management; 4th Edition; in PDF. No access codes are included.