CUSTOMER RELATIONSHIP MANAGEMENT: CONCEPTS & TECHNOLOGIES (4版)

書名：Customer Relationship Management: Concepts and Technologies 4/e 作者：BUTTLE 出版社：ROUTLEDGE 出版日期：2019/00/00 ISBN：9781138498259 內容簡介 Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. 目錄 Section A: Understanding Customer Relationships 1. Introduction to CRM 2. Understanding Relationships 3. Managing the Customer Journey: Customer Acquisition 4. Managing the Customer Journey: Customer Retention and Development Section B: Strategic CRM 5. Customer Portfolio Management 6. Managing Customer-Experienced Value 7. Managing customer experience Section C: Operational CRM 8. Marketing Automation 9. Sales force automation 10. Service Automation Section D: Analytical CRM 11. Developing and Managing Customer-Related Databases 12. Using Customer-Related Data Section E: Realizing the Benefits of CRM 13. Planning to Succeed 14. Implementing CRM Section F: Looking to the Future 15. The Future