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The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology. The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development. Because customer relationship management is a core business strategy, the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management's influence also extends beyond the company to touch on partner and supplier relationships. An Instructor's PowerPoint pack is available to lecturers who adopt the book. Integrative structure is organized around the author's 'CRM Value Chain' model. Theoretically sound and managerially relevant, it is a useful text from both student and practitioner's perspectives. It includes standardized chapter contents and features for ease of navigation.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49528823742737,"sku":"GOR002233137","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ WELL_READ \/ INTERNAL","offer_id":51882273046801,"sku":"GOR006377388","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/075065502X.jpg?v=1751075653"},{"product_id":"customer-relationship-management-book-francis-buttle-9781138789838","title":"Customer Relationship Management","description":"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:         Updated instructor support materials online        Full colour interior        Brand new international case illustrations from many industry settings         Substantial revisions throughout, including new content on:           Social media and social CRM        Big data and unstructured data        Recent advances in analytical CRM including next best action solutions        Marketing, sales and service automation        Customer self-service technologies        Making the business case and realising the benefits of investment in CRM        　   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.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49550932836625,"sku":"GOR011473251","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49659423818001,"sku":"GOR008689541","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50133927821585,"sku":"CIN1138789836G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":51689335554321,"sku":"CIN1138789836A","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ WELL_READ \/ INTERNAL","offer_id":51731086999825,"sku":"GOR010692476","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":53096466710801,"sku":"CIN1138789836VG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1138789836.jpg?v=1750823636"},{"product_id":"customer-relationship-management-book-francis-buttle-9781138498259","title":"Customer Relationship Management","description":"This is a much-anticipated update of the bestselling Customer Relationship Management, including substantial revisions to bring its coverage up to date with the very latest in CRM practice.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49581123600657,"sku":"GOR011006838","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50141590159633,"sku":"CIN1138498254G","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":50276788601105,"sku":"GOR011112269","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":51330231140625,"sku":"CIN1138498254VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":53489630413073,"sku":"GOR014944394","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1138498254.jpg?v=1751112475"},{"product_id":"hotel-and-food-service-marketing-book-francis-buttle-9780304315338","title":"Hotel and Food Service Marketing","description":"An ELBS\/LPBB edition is available.","brand":"WoB","offers":[{"title":"GB \/ GOOD \/ INTERNAL","offer_id":49633516912913,"sku":"GOR001788475","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49635550920977,"sku":"GOR003340690","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0304315338.jpg?v=1751356520"}],"url":"https:\/\/www.worldofbooks.com\/collections\/author-books-by-francis-buttle.oembed","provider":"World of Books ","version":"1.0","type":"link"}