Customer Relationship Management: Concepts and Technologies - Stan Maklan, Francis Buttle
Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology… Celý popis ↓
Porovnanie cien Customer Relationship Management: Concepts and Technologies - Stan Maklan, Francis Buttle
Popis Customer Relationship Management: Concepts and Technologies - Stan Maklan, Francis Buttle
Customer Relationship Management: Concepts and Technologies - Stan Maklan, Francis Buttle
Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. 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. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development.
Ideal as a core textbook for advanced undergraduate 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.
Parametre
- Autor
- Stan Maklan, Francis Buttle
- Počet strán
- 444
- Rok vydania
- 2019
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