Customer Relationship Management - Francis Buttle

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Auteur(s) : Francis Buttle - Stan Maklan

Editeur : Taylor & Francis Ltd

Parution : 30/04/2019

Format : Moyen, de 350g à 1kg

Nombre de pages : 468

Expédition : 977

Dimensions : 24.6 x 19.2 x 2.5

ISBN : 9781138498259

Résumé :

This is a much-anticipated update of the bestselling Customer Relationship Management, including substantial revisions to bring its coverage up to date with the very latest in CRM practice.

Biographie:

Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia.

Stan Maklan, BSc, MBA, PhD, is Professor of Marketing and Technology, Cranfield School of Management, UK and Co-Director of the Cranfield Centre for Strategic Marketing and Sales.

Sommaire:

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