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: Hardback
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 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 of this esteemed textbook has been meticulously revised to include:

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, with new content aimed at guiding managers in effectively leveraging CRM strategies.

An updated account of emerging technologies that are shaping the CRM landscape, including cloud computing, big data analytics, and artificial intelligence.

Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM), recognizing the importance of these aspects in creating exceptional customer experiences.

This textbook 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 who oversee CRM functions, as it provides a comprehensive and up-to-date understanding of the latest CRM trends, strategies, and best practices.

In addition to the textbook, online resources are available to support instructors and students. These include an Instructors Manual, comprehensive chapter-by-chapter PowerPoint slides, and a bank of exam questions to aid in their learning and assessment.

By embracing the knowledge and insights offered in this textbook, readers will gain the tools and expertise necessary to build and sustain strong customer relationships, drive customer satisfaction, and achieve sustainable competitive advantage in today's dynamic business landscape.

Weight: 850g
Dimension: 246 x 189 (mm)
ISBN-13: 9781032280608
Edition number: 5 ed