Your All-in-One Guide to Strategic, Analytical, and Operational CRM
If CRM had a university degree, this book would be the core textbook, and probably the valedictorian too. Customer Relationship Management delivers the full package: strategy, systems, analytics, marketing, and management, all wrapped in one academically robust and practically relevant read.
What sets this book apart? It’s one of the few CRM texts that tackles the discipline from a marketing management perspective, not just tech talk, not just data dumps, but a strategic, customer-centric lens that ties it all together. Whether you’re trying to master the customer journey or untangle the inner workings of CRM platforms, this book gives you the theory and the tools.
It’s designed with ambitious minds in mind: MBA students, advanced undergrads, and professionals diving into CRM, direct marketing, relationship marketing, or business intelligence. It also serves up plenty of value for students in information management and tech-focused CRM programs, helping you bridge the often-gaping divide between marketing vision and IT execution.
Expect well-rounded coverage of key topics, including:
- Strategic CRM: where big-picture planning meets real-world application
- Operational CRM: the everyday engine that keeps customer interactions smooth
- Analytical CRM: for those who like their insights deep and their dashboards detailed
- CRM systems and implementation: the tech backbone and the rollout roadmap
In short, this book doesn’t just teach CRM. It demystifies it. It shows you how the right combination of customer insight, marketing acumen, system integration, and strategic alignment can transform how businesses attract, retain, and grow their customer base.
Whether you’re prepping for a boardroom pitch or a final exam, this book equips you with everything you need to understand CRM as both a concept and a competitive advantage. Consider it your CRM command center, fully stocked and ready for action.