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Customer relationship management : concepts and technologies / Francis Buttle and Stan Maklan

Livre

Buttle, Francis. Auteur | Maklan, Stan (19..-....). Auteur

Edité par Routledge - 2019 - 4ème édition

Section A: Understanding customer relationships. Introduction to CRM. Understanding relationships. Managing the customer journey : customer acquisition. Managing the customer journey : customer retention and development. Section B: Strategic CRM. Customer portfolio management. Managing customer-experienced value. Managing customer experience. Operational CRM. Marketing automation. Sales force automation. Service automation. Analytical CRM. Developing and managing customer-related databases. Using customer-related data. Section E: Realizing the benefits of CRM. Planning to succeed. Implementing crm. Section F: Looking to the future. The future. References. Index.

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