Customer Relationship Management: Concepts, Applications and Technologies

by Stan Maklan, Daniel Prior, Francis Buttle

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...

• Format: Paperback
• Language: English
• ISBN: 1032247444
• ISBN13: 9781032247441
• Release Date: January 2024
• Publisher: Routledge
• Length: 346 Pages
• Weight: 1.47 lbs.
• Dimensions: 0.8" x 7.4" x 9.7"