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Customer Relationship Management Paperback – October 14, 2008

ISBN-13: 978-1856175227 ISBN-10: 1856175227 Edition: 2nd

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Customer Relationship Management + The Social Customer: How Brands Can Use Social CRM to Acquire, Monetize, and Retain Fans, Friends, and Followers + CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers (Unknown Series)
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Product Details

  • Paperback: 522 pages
  • Publisher: taylor & francis; 2 edition (October 14, 2008)
  • Language: English
  • ISBN-10: 1856175227
  • ISBN-13: 978-1856175227
  • Product Dimensions: 7.4 x 1.1 x 9.7 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #772,493 in Books (See Top 100 in Books)

Editorial Reviews

Review

Praise for the previous edition:
"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.

From the Back Cover

This book provides a comprehensive and balanced review of Customer Relationship Management. It explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. Rather than being tied to any single perspective, the book identifies and explores four different forms of CRM - strategic, operational, analytical and collaborative. Technology is a key attribute of CRM, but this book puts that technology into a managerial and operational context. Although a number of chapters are dedicated to technology issues, and technology is considered throughout the book, the book is not about technology, per se. Rather it is about how CRM technologies can be used to enhance the achievement of marketing, sales, and service objectives, and support broader organizational goals.

To ensure it is both theoretically sound and managerially relevant, the book draws on academic and independent research. Findings from a wide range of academic disciplines contribute to the book, including marketing, sales, customer service, human resources, technology management, strategy, change management, project management, leadership, operations, management accounting, finance, and organisational behaviour. Supplementing these academic credentials, the book also makes use of research conducted by independent analysts such as Gartner and Forrester, two organizations that conduct leading-edge, state-of-the-art research into CRM and related areas.

The book explains how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development. It is liberally illustrated both with screenshots from CRM software applications, and case illustrations of CRM in practice.

Ideal for use as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is equally valuable for industry professionals. This includes those pursuing professional qualifications or accreditation in marketing, sales or service management, and mid-level to senior managers who are involved in CRM programs and system implementations, whether in a marketing department, the sales force or the service centre.

More About the Author

Francis Buttle is author with Stan Maklan of "Customer relationship management: concepts and technologies", now in its third edition, and used as a text at many universities and colleges around the world. I have authored or co-authored a number of other books too. I was the world's first Professor of CRM, when I was appointed to a sponsored chair at Manchester Business School in the UK. I have also been a Professor of Relationship Marketing, Professor of Marketing, and Professor of Management at a number of leading graduate schools of management on 3 continents. I am now a customer management consultant based in Sydney, Australia and remain an Honorary Adjunct Professor at Macquarie Graduate School of Management. I believe in evidence-based management practice, and focus on helping my clients deliver higher levels of customer-perceived value, build strong bonds with customers, handle complaints and disputes so well that customers are retained, deliver excellent customer experience, get more value from their CRM systems, and improve the quality of service delivered to customers. All of these result in more reliable and profitable revenue streams.

I have written over 300 articles and am an occasional blogger, commentator and conference presenter. Some of my content is online at francisbuttle.com.au

For fun, I ride a Suzuki V-Strom, paddle a kayak, and am a reluctantly retired rugby union referee. I live on Sydney's northern beaches and can be reached at francis@francisbuttle.com.au

Customer Reviews

3.6 out of 5 stars
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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Celia Maylin on February 24, 2011
Format: Paperback
The book explains how Customer Relationship Manager (CRM) can be used throughout the customer life cycle stage of customer acquisition, retention and development. The author introduces the four types of Customer Relationship Management and the seven-step process to develop a CRM strategy for any organization.
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Summary
Overall, the book explains how CRM can be used in every stage of the customer life-cycle and the four types of Customer Relationship Management; Strategic CRM,Operational CRM, Analytical CRM,Collaborative CRM.
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The book provides a very good overview of CRM; it is well organized and easy to understand. CRM Strategy is a new topic in this new version of the book. I think the author did well in the organization of the topics and explaining the concepts and steps to develop strategies that will help companies to acquire new customers and develop a long-term relationship with them.
Buttle explained a seven step process to develop a CRM strategy for a specific project. He said that organizations interested in developing a CRM strategy must start with the step 1, `situation analysis'; which describes, understand and evaluate the current customer strategy. A couple of tools to help in this step are the comprehensive model of CRM and the customer strategy cube. This step answers the questions "Where are we now?", "why are we where we are now?" The main purpose of this audit is get information about the strength and weaknesses of the company's customer strategy. The step 2 of developing the strategy is to `educate the employees' to avoid misunderstandings. Employee education and involvement will be important as they will be motivated to participate and will help identify opportunities for improvement in the workplace.
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Format: Paperback
Buttle's book is a comprehensive coverage of CRM, without the bias of a particular "magic bullet" solution to push. The author covers several models of CRM, each with relative strengths and weaknesses, then explores important related topics such as customer experience and the role of systems in CRM programs. This book provides the best overall treatment of the subject for anyone interested in understanding and applying customer relationship management concepts in the real world.
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By Xiaotong on December 13, 2013
Format: Kindle Edition Verified Purchase
Mandatory book from school, need to read almost more than half of the book. Quite solid content but just too difficult to read
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this is a nontechnical book. It covers many areas of CRM but not all. It tries to give a general perspective and that doesn't fit every sector/field.
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0 of 1 people found the following review helpful By Scott Rockwerk on July 26, 2011
Format: Paperback Verified Purchase
Didn't like this book it's very difficult to read. Not recommended, Instructor also agreed this book is not written well.
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