Customer Relationship Management by Francis Buttle

Product Description

Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management.

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. Accredited lecturers can download this by going to http://books.elsevier.com/manuals?isbn=075065502X to request access.

* 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.
Product Details
Amazon Sales Rank: #420588 in Books
Published on: 2003-12-03
Number of items: 1
Binding: Paperback
384 pages
Editorial Reviews

Review
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

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.
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 CRM as a core business strategy. Francis Buttles 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. 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

Review
"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.
Customer Reviews

Excellent Condition!
This book was in brand new condition but it was priced for a used book! I'm very pleased with the shipping time and the condition of the book.

Great text and guidebook
This should be considered for any curriculum through the master's level as an overview of CRM. I've been steeped in marketing and management texts for months and most of them miss the mark entirely on CRM.

Buttle's writing is clear and his organization of the material is even better. I especially appreciated his discussion about quality and the importance of understand that the market's perception of quality drives satisfaction and competitiveness. This helps fill in what is a chronic gap in CRM: Most companies look for ways to find the right customers and fire the bad ones using data analytics that they call CRM, based on some of the most insidious principles of customer value management (CVM), viz., that it's the value the customer has to YOU that matters most. That's not the full picture. It's the value YOU have to the customer and prospect that makes sure you're going to be around for any length of time.

This is but one example of how Buttle has laid out CRM as a complete view of the organization, inside and out.

My only "ding" is that it needs to be updated a bit: The next part of CRM will be customer experience management (CEM), which starts with a business rules layer driven precisely by perceived value metrics, so that the right value components of your value proposition are expressed in the right channels in the right way. Another trend that should be emphasized more is the value of using a multi-channel approach for gathering the voice and behavior of the customer to drive innovation, operations and marketing.

So, if you're interested in a well-written, documented, rich and yet broad view of CRM and its implications for your organization, Buttle is a great buy. But also pick up something on customer experience management.

The best CRM text I have read
I have read a number of CRM texts, however, this is a mile ahead and I would have to say it is the best CRM text that I have read.

It offers an excellent introduction to the principals of CRM and each chapter builds on the last, presenting a logical view of CRM from a marketers perspective, not from a that of a software engineer, a welcome change.

A must read for marketing profesionals and academic marketing courses.