Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Today, customer value is created in a context of long term partnerships formed to achieve customized solutions, process reengineering, risk sharing, and supply chain optimization.

Competing on Value: Bridging the gap between brand and customer value

Business & Money

Maklan, Stan

Knox, Simon.Dr.

Management & Leadership

Financial Times/Prentice Hall

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck &amp; Co., Nortel Networks and Siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading. * Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team * High level strategic approach to CRM * Carefully researched cases providing the specific application of general theories

Customer Relationship Management: Perspectives from The Marketplace

Peppard, Joe

Ryals, Lynette

Knox, Simon

Payne, Adrian

Computers & Technology

Routledge

Customer Relationship Management: Concepts, Applications and Technologies

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. 
Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis and presentation for decision-making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM. 
The fifth edition has been fully updated to include: 
A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises. 
A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments. 
A greater emphasis on managerial applications of CRM through new content to help guide managers. 
An updated account of new and emerging technologies relevant to CRM. 
Expanded coverage of customer experience (CX), customer engagement (CE) and customer journey management (CJM). 
Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides and a bank of exam questions.

Customer Relationship Management

Buttle, Francis

Prior, Daniel D

Marketing & Sales

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis and presentation for decision-making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM. The fifth edition has been fully updated to include: <ul> <li>A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises.</li> <li>A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments.</li> <li>A greater emphasis on managerial applications of CRM through new content to help guide managers.</li> <li>An updated account of new and emerging technologies relevant to CRM.</li> <li>Expanded coverage of customer experience (CX), customer engagement (CE) and customer journey management (CJM).</li> </ul> Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor's Manual, chapter-by-chapter PowerPoint slides and a bank of exam questions.

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes: · A Tutor Resource pack available to instructors who adopt this text · Case examples illustrating CRM in practice · Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer serviceStudent readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.

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. 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. Ideal 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. NEW TO THIS EDITION: <ul>
<li>New and updated international case illustrations throughout </li> <li>New and updated screenshots from CRM applications</li> <li>Fully updated to reflect the evolving CRM landscape, including extended coverage of: </li> <ul>
<li>Big data and its influence on CRM</li> <li>Artificial intelligence (AI) </li> <li>Advances in CRM analytics</li> <li>The relationships between CRM and customer experience management</li> <li>The role of social media in customer management strategy</li> <li>Real-time marketing</li> <li>Chatbots and innovative customer self-service</li> <li>Privacy and data security.</li> </ul>
<li>Updated lecturer support materials online. </li> </ul>

Customer Relationship Management: Concepts and Technologies

Customer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice. NEW TO THIS EDITION: <ul>
<li>Updated instructor support materials online</li> <li>Full colour interior</li> <li>Brand new international case illustrations from many industry settings </li> <li>Substantial revisions throughout, including new content on: </li> <ul>
<li>Social media and social CRM</li> <li>Big data and unstructured data</li> <li>Recent advances in analytical CRM including next best action solutions</li> <li>Marketing, sales and service automation</li> <li>Customer self-service technologies</li> <li>Making the business case and realising the benefits of investment in CRM</li> </ul>
</ul> Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

See the best price to sell, buy, or rent books by Maklan, Stan. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Maklan, Stan

See the best price to sell, buy, or rent books by Maklan, Stan. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Competing on Value: Bridging the gap between brand and customer value

Customer Relationship Management: Perspectives from The Marketplace

Customer Relationship Management

Customer Relationship Management: Concepts, Applications and Technologies

Customer Relationship Management

Customer Relationship Management: Concepts and Technologies

Customer Relationship Management: Concepts and Technologies