Daniel D. Prior, Francis Buttle, Stan Maklan

Customer Relationship Management (eBook, PDF)

Concepts, Applications and Technologies

• Format: PDF

Produktbeschreibung

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 372
• Erscheinungstermin: 23. Januar 2024
• Englisch
• ISBN-13: 9781000965827
• Artikelnr.: 69569671

Autorenporträt

Daniel D. Prior, BCom, MCom, GradCertUnivLear&Teach, PhD, FAMI CPM SFHEA, is Associate Professor of Buyer-Supplier Engagement at the University of New South Wales, Australia, and Visiting Professor of Strategic Sales at Cranfield University, UK. Daniel is currently Deputy Head Education (Courses) of the UNSW Canberra School of Business and former Co-Director of the Centre for Strategic Marketing and Sales at Cranfield University, UK.

Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates. He was previously Professor of CRM, Relationship Marketing, and Marketing at Macquarie University (Australia) and Manchester Business School (UK).

Stan Maklan, BSc, MBA, PhD, is Emeritus Professor at Cranfield School of Management (UK), where he was previously Professor of Marketing and Technology and Director of the Centre for Strategic Marketing and Sales.

Inhaltsangabe

Section A: Understanding Customer Relationships 1. An Introduction to CRM
2. Understanding Customer-Supplier Relationships Section B: Strategic CRM
3. Managing the Customer Journey: Customer Acquisition 4. Managing the
Customer Journey: Customer Retention and Development 5. Managing Customer
Perceived Value 6. Customer Portfolio Management Section C: Operational CRM
7. Marketing Automation (MA) 8. Sales Force Automation 9. Service
Automation Section D: Analytical CRM 10. Using Customer-Related Data for
Analytics 11. Developing and Managing Customer-Related Databases Section E:
Implementing CRM Systems 12. Planning and Organising for CRM 13.
Implementing CRM Section F: The Future 14. Current Developments in CRM