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.

The fifth edition has been fully updated to include:

Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.

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.

The fifth edition has been fully updated to include:

Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.

Organisational buying is the purchase of goods and/ or services, by one or more individuals acting on behalf of the buyer firm, after a formal or informal consideration of purchase alternatives, and, the integration or use of those goods and/ or services to address one or more buyer firm problems or issues. 

Organisational buying accounts for about two-thirds of economic transactions globally. However, organisational buying has traditionally been taught in discipline-specific silos. Organisational buying concepts appear in courses on marketing and sales management, procurement, contract management, supply chain management, operations management, finance, as well as accounting. Moreover, most organisations treat organisational buying activities in a similarly disjointed way.

This book provides a comprehensive overview of organisational buying that integrates perspectives from across a range of disciplines and organisational functions. The primary goal of the book isto develop a holistic interpretation of organisational buying. It covers topics such as:

•Purchase situations.

•The organisational buying process.

•The purchase decision and the value proposition.

•Communications in organisational buying. 

•Buyer-supplier relationships.

•Organisational buying capabilities.

•Organisational buying culture.

•Organisational buying approach design.

•Channels of supply.

Written in a practical, approachable way the book includes a range of exercises, case examples, learning objectives and discussion questions to support a broad spectrum of organisational buying-related courses.

Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. 

Creating high customer engagement is challenging without a cohesive, strategic approach – particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities – customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. 

With a myriad of case studies, discussion questions and prompts forfurther reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to  build their customer engagement capability. 

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.

The fifth edition has been fully updated to include:

Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.

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.

The fifth edition has been fully updated to include:

Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.

Organisational buying is the purchase of goods and/ or services, by one or more individuals acting on behalf of the buyer firm, after a formal or informal consideration of purchase alternatives, and, the integration or use of those goods and/ or services to address one or more buyer firm problems or issues. 

Organisational buying accounts for about two-thirds of economic transactions globally. However, organisational buying has traditionally been taught in discipline-specific silos. Organisational buying concepts appear in courses on marketing and sales management, procurement, contract management, supply chain management, operations management, finance, as well as accounting. Moreover, most organisations treat organisational buying activities in a similarly disjointed way.

This book provides a comprehensive overview of organisational buying that integrates perspectives from across a range of disciplines and organisational functions. The primary goal of the book isto develop a holistic interpretation of organisational buying. It covers topics such as:

•Purchase situations.

•The organisational buying process.

•The purchase decision and the value proposition.

•Communications in organisational buying. 

•Buyer-supplier relationships.

•Organisational buying capabilities.

•Organisational buying culture.

•Organisational buying approach design.

•Channels of supply.

Written in a practical, approachable way the book includes a range of exercises, case examples, learning objectives and discussion questions to support a broad spectrum of organisational buying-related courses.

Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. 

Creating high customer engagement is challenging without a cohesive, strategic approach – particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities – customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. 

With a myriad of case studies, discussion questions and prompts forfurther reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to  build their customer engagement capability.