Customer Relationship Management: Concepts, Applications and Technologies

This textbook provides a comprehensive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. It is updated to include new case examples, exercises, and discussion questions, and emphasizes managerial applications and emerging technologies. It is suitable for advanced undergraduate and postgraduate students, as well as executives who oversee CRM functions.

Format: Paperback / softback
Length: 346 pages
Publication date: 23 January 2024
Publisher: Taylor & Francis Ltd

This comprehensive textbook serves as the ultimate guide to Customer Relationship Management (CRM) concepts, applications, and technologies, emphasizing how businesses can foster and sustain mutually beneficial relationships with their customers. By delving into the foundational principles of CRM, readers will gain a thorough understanding of its theoretical framework, witness its practical implementation through illustrative case studies and exercises, and acquire the skills to organize customer data collection, analysis, and presentation for informed decision-making.

The book achieves these objectives by first exploring strategic CRM, followed by operational CRM, and finally delving into the analytical aspects of CRM. The fifth edition has been meticulously revised to incorporate:

A comprehensive collection of new case examples, showcasing CRM's application across diverse regional and industrial contexts, including those relevant to large, medium, and small enterprises.

A series of new exercises and discussion questions designed to enhance readers' comprehension of CRM concepts and facilitate pedagogical processes, particularly in higher education environments.

A heightened emphasis on managerial applications of CRM through the inclusion of new content, aimed at guiding managers in effectively leveraging CRM strategies.

An updated account of emerging technologies that are shaping the CRM landscape, providing valuable insights for practitioners.

Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM), recognizing the growing importance of these areas in today's business landscape.

Customer Relationship Management is an indispensable resource for advanced undergraduate and postgraduate students pursuing studies in CRM, Sales Management, Customer Experience Management, and Relationship Marketing. It is also invaluable for executives responsible for overseeing CRM functions. To complement the text, online resources include an Instructors Manual, comprehensive chapter-by-chapter PowerPoint slides, and a bank of exam questions.

Weight: 802g
Dimension: 246 x 189 x 21 (mm)
ISBN-13: 9781032247441
Edition number: 5 ed