Hiển thị biểu ghi dạng vắn tắt

dc.contributor.authorButtle, Francis
dc.contributor.authorMaklan, Stan
dc.date.issued2019
dc.identifier.isbn978-1-351-01655-1
dc.identifier.urihttps://thuvienso.hoasen.edu.vn/handle/123456789/11778
dc.description.abstractThis book 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. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.
dc.formatxxiii, 444 p. : ill.
dc.language.isoen
dc.publisherRoutledge
dc.subjectCustomer relations
dc.subjectRelationship marketing
dc.subjectDigital marketing
dc.subjectManagement
dc.titleCustomer relationship management : concepts and technologies
dc.typeBook
dc.description.version4th edition


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