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 dec...

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...

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. ...