Customer Relationship Management: A Global Approach (1版)

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A uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries.

CUSTOMER RELATIONSHIP MANAGEMENT: CONCEPTS & TECHNOLOGIES (4版)

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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

CUSTOMER RELATIONSHIP MANAGEMENT: THE FOUNDATION OF CONTEMPORARY MARKETING STRATEGY (2版)

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書名：CUSTOMER RELATIONSHIP MANAGEMENT: THE FOUNDATION OF CONTEMPORARY MARKETING STRATEGY 2/E 作者：BARAN 出版社：Taylor 出版日期：2016/12/00 ISBN：9781138919525 內容簡介 ●Updates that take into account the latest research and changes in organizational dynamics, business-to-business relationships, social media, database management, and technology advances that impact CRM ●New material on big data and the use of mobile technology ●An overhaul of the social networking chapter, reflecting the true state of this dynamic aspect of customer relationship management today ●A broader discussion of the relationship between CRM and the marketing function, as well as its implications for the organization as a whole ●Cutting edge examples and images to keep readers engaged and interested ●A complete typology of marketing strategies to be used in the CRM strategy cycle: acquisition, retention, and win-back of customers 目錄 Part One: CRM Theory and Development 1. Introduction to Customer Relationship Management 2. The History and Development of CRM 3. Relationship Marketing and CRM 4. Organization and CRM Part Two: Data Management and Technology 5. CRM and Data Management 6. Technology and Data Platforms 7. Database and Customer Data Development Part Three: Marketing Strategy 8. Business-to-Business CRM 9. Understanding the Customer-Company Profit Chain: Satisfaction, Loyalty, Retention, and Profits 10. The CRM Strategy Cycle: Acquisition, Retention, and Win-Back 11. Privacy and Ethics Considerations Part Four: CRM Evaluation 12. CRM Program Measurement and Tools Part Five: CRM New Horizons 13. Social Networking and CRM 14. CRM Trends, Challenges, and Opportunities