Customer Relationship Management: Concepts and Technologies

4th Edition

Francis Buttle, Stan Maklan

May 1, 2019 Forthcoming
Textbook - 448 Pages - 102 Color Illustrations
ISBN 9781138498259 - CAT# K371953

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Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide for readers without a technical background, explaining with unrivalled clarity what CRM is, its uses, benefits and implementations. It outlines how CRM can enhance customisation and understanding to create and maintain profitable relationships with customers.

Buttle and Maklan progress through the customer life cycle stages, acquisition, retention, development, and experience, to demonstrate how CRM is successfully deployed throughout. They take a managerial perspective without assuming technical knowledge, making this book ideal for those with little or no experience in CRM technologies. The book is structured around three core types of CRM – strategic, operational, and analytical – and throughout each chapter, liberal examples 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.


  • Updated lecturer support materials online
  • New and updated international case studies throughout
  • Fully updated to reflect the evolving CRM landscape, including extended coverage of:
    • Big Data Analysis
    • The increasing role of Artificial Intelligence (AI)
    • The relationship between CRM and Customer Experience Management (CXM)
    • The impact of social media on communications and data collection
    • ChatBots and Social CRM solutions
    • Privacy and data security


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