review of CRM, now completely revised to reflect recent changes in CRM practice. The book explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. 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 is 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 onlineFull colour interiorBrand new international case illustrations from many industry settingsSubstantial revisions throughout, including new content on:o   Social media and social CRMo   Big data and unstructured datao   Recent advances in analytical CRM including next best action solutionso   Marketing, sales and service automationo   Customer self-service technologieso   Making the business case and realising the benefits of investment in CRM Ideal as a core textbook for students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

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