Customer Relationship Management Concepts and Technologies (E-Book)
Customer Relationship Management Concepts and Technologies (E-Book)
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Customer Relationship Management Concepts and Technologies (E-Book)
F. Buttle, S. Maklan
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Customer Relationship Management Concepts and Technologies (E-Book)
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Description
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.
Product Information
ISBN13 (SKU)
9781351016537
Title
Customer Relationship Management Concepts and Technologies
Author
F. Buttle, S. Maklan
Edition
4th
Publisher
Routledge
Publication Date
2019
Country of Publication
United Kingdom
Format Type
E-Book - Vitalsource
Number of Pages
468
Institutions
Stadio - School of Commerce
Course Codes
MC22
