{"product_id":"customer-relationship-management","title":"Customer Relationship Management","description":"\u003cp\u003e\u003cem\u003eCustomer Relationship Management\u003c\/em\u003e, 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. 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.\u003c\/p\u003e\u003cp\u003eIdeal 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.\u003c\/p\u003e\u003cp\u003eNEW TO THIS EDITION: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eNew and updated international case illustrations throughout\u003c\/li\u003e \u003cli\u003eNew and updated screenshots from CRM applications\u003c\/li\u003e \u003cli\u003eFully updated to reflect the evolving CRM landscape, including extended coverage of: \u003c\/li\u003e \u003cul\u003e \u003cli\u003eBig data and its influence on CRM\u003c\/li\u003e \u003cli\u003eArtificial intelligence (AI)\u003c\/li\u003e \u003cli\u003eAdvances in CRM analytics\u003c\/li\u003e \u003cli\u003eThe relationships between CRM and customer experience management\u003c\/li\u003e \u003cli\u003eThe role of social media in customer management strategy\u003c\/li\u003e \u003cli\u003eReal-time marketing\u003c\/li\u003e \u003cli\u003eChatbots and innovative customer self-service\u003c\/li\u003e \u003cli\u003ePrivacy and data security\u003c\/li\u003e \u003c\/ul\u003e \u003cli\u003eUpdated lecturer support materials online\u003c\/li\u003e \u003c\/ul\u003e","brand":"Routledge","offers":[{"title":"Default Title","offer_id":50804449214696,"sku":"9781138498259","price":100.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0810\/9539\/3512\/files\/imageloader_6ff5204c-46ba-4d38-a4ea-766fd3f54c78.jpg?v=1790299761","url":"https:\/\/kuumba-47muwsn1.myshopify.com\/products\/customer-relationship-management","provider":"Kuumba","version":"1.0","type":"link"}