4th Edition

Customer Relationship Management
Concepts and Technologies

ISBN 9781138498259
Published May 15, 2019 by Routledge
468 Pages 102 Color Illustrations

USD $89.95

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Book Description

Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities.


Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management 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.



  • New and updated international case illustrations throughout
  • New and updated screenshots from CRM applications
  • Fully updated to reflect the evolving CRM landscape, including extended coverage of:
    • Big data and its influence on CRM
    • Artificial intelligence (AI)
    • Advances in CRM analytics
    • The relationships between CRM and customer experience management
    • The role of social media in customer management strategy
    • Real-time marketing
    • Chatbots and innovative customer self-service
    • Privacy and data security.

  • Updated lecturer support materials online.

Table of Contents


List of Figures

List of Tables


Section A: Understanding Customer Relationships

1. Introduction to CRM

2. Understanding Relationships

3. Managing the Customer Journey: Customer Acquisition

4. Managing the Customer Journey: Customer Retention and Development

Section B: Strategic CRM

5. Customer Portfolio Management

6. Managing Customer-Experienced Value

7. Managing customer experience

Section C: Operational CRM

8. Marketing Automation

9. Sales force automation

10. Service Automation

Section D: Analytical CRM

11. Developing and Managing Customer-Related Databases

12. Using Customer-Related Data

Section E: Realizing the Benefits of CRM

13. Planning to Succeed

14. Implementing CRM

Section F: Looking to the Future

15. The Future



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Francis Buttle, BSc, MA, PhD, is founder and principal consultant of Francis Buttle & Associates, and Honorary Adjunct Professor at Macquarie Graduate School of Management, Sydney, Australia.

Stan Maklan, BSc, MBA, PhD, is Professor of Marketing and Technology, Cranfield School of Management, UK and Co-Director of the Cranfield Centre for Strategic Marketing and Sales.


"Completely updated, this remains absolutely the best exposition of customer relationship management. Can't think of a better guide to increasing your performance and profits. This book belongs on the desk of every company that is serious about CRM. The wealth of information and insight is astonishing."                                              Professor Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

"The expression ‘Customer Experience’ is reverberating around boardrooms and Directors are desperate for robust, proven processes to be embedded in their organisations. Francis Buttle and Stan Maklan are brilliant researchers, teachers and experienced practitioners in the CRM/Customer Experience domain and I urge you to take time to read and implement this exciting, state-of-the-art book on this topic. Absorb. Apply. Achieve." Professor Malcolm McDonald, Author of 46 books. Professor at Cranfield, Henley, Warwick, Aston and Bradford Business Schools, UK. Formerly Marketing and Sales Director of Canada Dry and Chairman of Brand Finance

"In this Fourth Edition Buttle and Maklan take what was already THE reference book for Customer Relationship Management to the next level, providing a highly contemporary and deeply pragmatic view of how to create value with CRM today and tomorrow."                                                                                                                      Ross Dawson, futurist, keynote speaker, strategy advisor and author of four books, including ‘Developing Knowledge-Based Client Relationships’

"This book is a comprehensive, managerially relevant, up-to-date, evidence-based account of CRM. It provides great support for teaching and learners approaching the topic of CRM and customer experience at different stages of their careers. Among others, a key strength of the book is its pragmatic approach to the application of CRM theory into practice. Highly recommended for teaching and learning."                                                                  Dr Benedetta Crisafulli, Lecturer in Marketing, Birkbeck, University of London, UK

"The great thing about this book is that the authors keep it updated. Students get that rare combination of a comprehensive guide to theory, the injection of practical experience and the latest thinking on strategy, technology and applications."                                                                                                                                     Professor Merlin Stone, Professor of Marketing and Strategy, St Mary's University, Twickenham, UK, and co-author ‘Customer Relationship Marketing: New Thinking, New Strategies, New Tools’

"A dynamic, strategic, practical and deeply relevant guide to creating and implementing a winning customer experience strategy. A must read."                                                                                                                 Larry Hochman, European Business Speaker of the Year, Customer Experience expert and author of ‘The Relationship Revolution’

"At last, a serious reference manual for delivering what CRM always promised but generally failed to deliver. It is not, however, for the faint hearted, but only those who are serious about creating a holistic and unified organizational environment to create and deliver value to customers, and to keep them coming back for more." Jeremy Cox, Principal Analyst, Customer Engagement Practice, Ovum, and author of ‘Mid-Market CRM: Customer Relationship Excellence in Mid-Sized Enterprises’

"Every business is ripe for disruption, so customer obsession is an imperative. Creating scaled systematic customer-managed relationships and experiences is more critical than ever. This book provides an excellent approach to truly centering businesses around the customer; strategy and execution for delivering sustainable CRM ecosystems; embracing new emerging ways to connect to customers alongside good person-to-person relationships."         Karen Ganschow, General Manager Customer Strategy and Marketing (Banking), and Adjunct Lecturer in CRM/CXM, Macquarie Graduate School of Management, Australia

"This book is a complete guide to Customer Relationship Management. Of course, it covers the basics of CRM, including Strategic CRM, Operational CRM and Analytical CRM, but this enriched fourth edition also explores cutting edge issues such as Artificial Intelligence, bots and Big Data and how these impact on customer experience. This is a "must have" book for anyone wanting to learn about CRM."                                                               Aina Neva Fiati, CEO, iSystem Asia - Customer Strategy Excellence Center, Indonesia

"The ideal book for final year undergraduates, postgraduates or executive students on relationship marketing, or service management courses with a customer experience management focus or indeed any marketing course. Fundamentally, this is a topic that should be at the core of all marketing courses that recognise the need for a customer-centric approach. The updating of the book to include coverage of Artificial Intelligence, service chatbots, big data and advanced analytics coupled with the integration of CRM and customer experience management from these two experts makes this book a vital, contemporary resource. If you want to ensure that your students can differentiate themselves in the job market and develop an extended career based on relationship-centred customer experience management, then tell them to read it."

Professor Jamie Burton, Professor of Marketing at Alliance Manchester Business School, University of Manchester, UK, and co-author "Converting Customer Value: From Retention to Profit".