Making sense of CRM; The CRM Value Chain; IT for CRM; Customer Portfolio Analysis; Customer intimacy; Creating and Managing Networks; Creating Value for Customers; Managing the Customer Lifecycle: Customer Acquisition;Managing the Customer Lifecycle: Customer Retention and Development; Organising for CRM.
* Integrative structure organized around the author's 'CRM Value
Chain' model.
* Theoretically sound and managerially relevant - a useful text
from both student and practitioner's perspectives.
* Standardized chapter contents and features for ease of
navigation.
Founder and principal consultant of Francis Buttle & Associates, Sydney, Australia. Former Professor of Management (Marketing and CRM) at the Macquarie Graduate School of Management, Sydney; Professor of Relationship Marketing and CRM at Cranfield School of Management and Manchester Business School, UK.
"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astonishing." - Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA. "Here, at last, is a mature account of CRM without the hype and spin. Buttle makes it crystal clear why any program should be business-led. He also shows how rewarding, if demanding, CRM can be. The ideal antidote to the message of the shrink-wrapped software peddlers." - David Harvey, Director, European Centre for Customer Strategies, www.eccs.uk.com. "With great clarity and practical relevance, this book delivers a much-needed, multi-faceted roadmap for treating Customer Relationship Management as a core business strategy. Francis Buttle's rich and well-balanced text offers a refreshing departure from many of the technology-heavy or lop-sided views that surround this important subject." - Fred Wiersema, President The Customer Strategy Group LLC, USA and co-author of "The Discipline of Market Leaders" "The author does a magnificent job of gathering the difference perspectives, categorizing them, and presenting a comprehensive overview. This is an easy-to-use textbook with a pleasant and engaging format. Each chapter begins with a list of "Chapter Objectives" that tells readers just what they will understand by the end of the chapter. There is also a "Summary" at the end of each chapter that neatly ties up the important concepts. Throughout the book, the author includes illustrative mini-cases that put some flesh onto the bare bones of a particular CRM term or concept. The cases are quick and interesting anecdotes. There are also many visuals to enhance the subject matter. I would recommend this text for business students at either the undergraduate or graduate level; and for non CRM practitioners who want an easy to grasp overview of a complex subject. There is enough information here to sell the idea of CRM internally, hire CRM consultants and work intelligently with them." - Marty Landrigan, Landrigan Marketing Research, Sudbury, MA USA
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