Customer Relationship Management

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This new edition of the bestselling Customer Relationship Management offers a thorough and updated exploration of CRM, reflecting recent shifts in practice. It defines CRM, outlines its benefits, contexts, technologies, and implementation strategies. The authors, Buttle and Maklan, present the material in a clear, jargon-free manner, drawing on interdisciplinary research from fields such as IS, HR, finance, and strategy. They demonstrate how CRM can be applied throughout the customer life cycle, focusing on acquisition, retention, and development. The book is enriched with screenshots from CRM software and real-world case studies. New features in this edition include updated online instructor support materials, a full-color interior, and fresh international case illustrations from various industries. Significant revisions encompass new content on social media and social CRM, big data, analytical CRM advancements, marketing and sales automation, customer self-service technologies, and strategies for justifying CRM investments. This resource serves as an essential textbook for students in CRM and related courses, while also being valuable for industry professionals and managers engaged in CRM initiatives or pursuing marketing, sales, or service management qualifications.