About the book

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. Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM.

Content:

Section A Understanding Customer Relationships

An Introduction to CRM

Understanding Customer-Supplier Relationships

Section B Strategic CRM

Managing the Customer Journey: Customer Acquisition

Managing the Customer Journey: Customer Retention and Development

Managing Customer Perceived Value

Customer Portfolio Management

Section C Operational CRM

Marketing Automation (MA)

Sales Force Automation

Service Automation

Section D Analytical CRM

Using Customer-Related Data for Analytics

Developing and Managing Customer-Related Databases

Section E Implementing CRM Systems

Planning and Organising for CRM

Implementing CRM

Section F The Future

Current Developments in CRM

Appendix: CRM Hosting Options