Customer Relationship Management
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Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management.
The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology.
The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development.
Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships.
An Instructor's PowerPoint pack is available to lecturers who adopt the book. Accredited lecturers can download this by going to http://books.elsevier.com/manuals'isbn=075065502X to request access.
Taylor and Francis
; February 2004
384 pages; ISBN 9781136412561Read online
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Title: Customer Relationship Management
Author: Francis Buttle
Making sense of CRM; The CRM Value Chain; IT for CRM; Customer Portfolio Analysis; Customer intimacy; Creating and Managing Networks; Creating Value for Customers; Managing the Customer Lifecycle: Customer Acquisition;Managing the Customer Lifecycle: Customer Retention and Development; Organising for CRM.
In the press
“Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits.”
— Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA
“Here, at last, is a mature account of CRM without the hype and spin. Buttle makes it crystal clear why any program should be business-led.”
— David Harvey, Director, European Centre for Customer Strategies, www.eccs.uk.com.
“With great clarity and practical relevance, this book delivers a much-needed, multi-faceted roadmap for treating CRM as a core business strategy. Francis Buttle’s rich and well-balanced text offers a refreshing departure from many of the technology-heavy or lop-sided views that surround this important subject.”
— Fred Wiersema, President The Customer Strategy Group LLC, USA and co-author of “The Discipline of Market Leaders”
“The author does a magnificent job of gathering the difference perspectives, categorizing them, and presenting a comprehensive overview. This is an easy-to-use textbook with a pleasant and engaging format. There is enough information here to sell the idea of CRM internally, hire CRM consultants and work intelligently with them.”
— Marty Landrigan, Landrigan Marketing Research, Sudbury, MA USA