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Customer Relationship Management: Concepts, Applications and Technologies

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By E Resource Library Posted on Oct 13, 2025

In Category - Academic Reading Materials, Management

Authors: Daniel D. Prior, Francis Buttle, Stan Maklan ISBN Number: 978-1032247441 Published By: Routledge In Year: 2024

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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 gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM.