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Francis Buttle

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Customer Relationship Management: Concepts and Technologies Paperback – 2 February 2015

by Francis Buttle (Author), Stan Maklan (Author)

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Customer Relationship Management: Concepts, Applications and Technologies
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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 service

Student 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.

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Print length

528 pages
Language

English
Publisher

Routledge
Publication date

2 February 2015
Dimensions

18.9 x 2.7 x 24.6 cm
ISBN-10

1856175227
ISBN-13

978-1856175227
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Review

Praise for the previous edition:
"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits."
- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA.

About the Author

Professor of Management (Marketing and CRM) at the Macquarie Graduate School of Management, Sydney, Australia. Formerly Professor of Relationship Marketing and CRM at Cranfield School of Management and Manchester Business School, UK.

Product details

Publisher ‏ : ‎ Routledge; 2 edition (2 February 2015)
Language ‏ : ‎ English
Paperback ‏ : ‎ 528 pages
ISBN-10 ‏ : ‎ 1856175227
ISBN-13 ‏ : ‎ 978-1856175227
Dimensions ‏ : ‎ 18.9 x 2.7 x 24.6 cm

Customer Reviews:
22

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Francis Buttle

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Francis Buttle is author with Stan Maklan of "Customer relationship management: concepts and technologies", now in its fourth edition, and used as a text at many universities and colleges around the world. I have authored or co-authored a number of other books too. I was the world's first Professor of CRM, when I was appointed to a sponsored chair at Manchester Business School in the UK. I have also been a Professor of Relationship Marketing, Professor of Marketing, and Professor of Management at a number of leading graduate schools of management on 3 continents. I am now a customer management consultant based in Sydney, Australia. I believe in evidence-based management practice, and focus on helping my clients deliver higher levels of customer-perceived value, build strong bonds with customers, handle complaints and disputes so well that customers are retained, deliver excellent customer experience, get more value from their CRM systems, and improve the quality of service delivered to customers. All of these result in more reliable and profitable revenue streams.

I have written over 300 articles and am an occasional blogger, commentator and conference presenter.

For fun, I play guitar and sing in the Third Age Rock Orchestra based in Sydney, paddle a kayak, and am a reluctantly retired rugby union referee. I live on Sydney's northern beaches and can be reached at francis@francisbuttle.com.au

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Eva

Gut gegliederte Buch zum Thema CRM

Reviewed in Germany on 13 August 2019

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Gutes Buch für das Thema CRM. Viele hilfreiche Erklärungen, Themen und Beschreibungen.

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GP

Crm manual

Reviewed in India on 12 June 2019

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One of the best crm book

Charlie

Useful book for university studies!

Reviewed in the United Kingdom on 18 February 2015

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I purchased this book for university studies and found it useful.

One person found this helpful

E. Alexander

Thought provoking and tangible

Reviewed in the United States on 11 April 2016

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Insightful and easy to follow book which concisely explains the nuances of CRM concepts and systems. The author is organized and the information is presented very well.

Angus Jenkinson

A sensible technical and conceptual overview but sadly misses the online space!

Reviewed in the United Kingdom on 4 June 2009

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This is a solid readable reasonably well-balanced account of the CRM concepts, and probably the most recently published textbook on CRM (2009). I think I would give it anything from 3* to almost 5* depending on what was wanted from it.
Sadly it has advanced only a little over where we were at the beginning of the century. It's got almost no inclusion on the online space, websites, social media and Web 2.0, surely a significant opportunity to get ahead of the rest of the market, given that there really doesn't seem to be any really excellent book covering everything today. However you can address that by getting a specialist book on the side. Try something like Chaffey and his partners' book on Internet Marketing There are also few in-depth case studies, although there are plenty of short snippets. Like other CRM books it is weak on the brand, both the perspective of brand building and alignment with the brand, and also fails to consider integration with IMC.
Those are the caveats, and they should be understood in the context that there is no perfect book on CRM. Although it has not advanced much over where we were 6 to 8 years ago, what it does cover it covers reasonably well, and also describes a number of the key models that have been developed and reflects their learning. As the subtitle suggests, it focuses on the ideas and technologies involved in CRM.
It has a sensible if basic section on creating value for customers and covers customer service and the customer life cycle. It also focuses on the profitability of customers, covering segmentation from the perspective of customer portfolio management, which takes more of a financial than attitudes or needs-based approach, an area that could be improved. It does address and mention such interesting subjects (albeit briefly) as activity based costing. Its related description of data mining and analytics is introductory and never attempts to get too technical. While it is not as good as Adrian Payne on service development and process improvement, it does cover these areas in a broad and relatively uncontentious way. It also deals with marketing and service automation and addresses organisational issues such as organisational roles, customer management structures and stakeholder relationships. Naturally it also covers the technology, with chapters on both marketing and customer related databases and the enterprise approach.
The book has a clear readable business oriented style suitable for a manager or student studying the topic and also benefits from one spot colour to improve the appearance of graphics and headings. Figures have been thoughtfully and professionally prepared.
Francis Buttle is an Australian consultant and his particular range of practical experiences is reflected in a sensible approach.

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Francis Buttle

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