Customer Relationship Management, 2nd edition

Customer Relationship Management gives a well-balanced coverage of strategy and organisation, marketing aspects, analytical CRM, operational CRM, CRM systems and their implementation. It is the only comprehensive academic text to cover the entire scope of CRM from a marketing management angle.

Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.

• Case studies and questions at the end of each chapter to test understanding 
• Coverage of the strategic, organisational, commercial and technological aspects of CRM
• Discussion of buyer-seller relations from a social psychology perspective
• A section on direct marketing, which includes production elements of direct mail, with a checklist of what to look out for

• Updated introduction to highlight new and important developments in CRM
• A complete restructuring of the content of the book; CRM is embedded in relationship marketing theory and presented as a managerial approach to initiate and build relationships in a social context; customer insights, the fundament of CRM forms the starting point of the discussion of CRM
• Theories on groups and social networks now included
• Updated content on multi channels
• New insights in implementing CRM
• New perspectives on the future of CRM to reflect recent developments and best practice
• New chapters added on CRM metrics and personal selling 
•  New cases will include insights from Starbucks, Center Parcs,  Nike+, Zappos, Carglass, Agrifirm, Albert Heijn and Harry Potter