Concepts and Technologies

CRM isn’t just a buzzword anymore; it’s a business imperative. If you’re looking to master it without drowning in jargon or overwhelming your team with unnecessary tech, Customer Relationship Management: Concepts and Technologies by Buttle and Maklan is your go-to guide.

This updated edition of the bestselling classic delivers a full-spectrum overview of what CRM really is (hint: it’s much more than just a database of customer emails), why it matters, and how to make it work. It covers everything from strategy and software to measurable results. The writing is clear, the coverage is comprehensive, and the tone is refreshingly accessible.

Whether you’re exploring CRM as part of a university course or using it on the ground as a manager or consultant, this book explains everything in practical, real-world terms. Buttle and Maklan draw insights from a range of disciplines, including HR, finance, information systems, project management, and business strategy. You’ll learn how CRM fits into the broader business picture and follow the full customer lifecycle, from acquisition to retention to development. Each stage is clearly explained and illustrated through case examples and screenshots that bring the material to life.

This edition includes plenty of timely updates, such as:

  • The rise of social CRM and its role in customer engagement
  • Big data and the challenges of unstructured information
  • Advances in analytical CRM, including “next best action” technology
  • New tools for automating marketing, sales, and service
  • Self-service innovations that are changing customer expectations
  • Guidance for building a business case for CRM and proving its return on investment

Whether you’re a student aiming for top grades or a professional focused on driving loyalty, this book delivers both insight and action. It’s strategic without being stiff, technical without being overwhelming, and practical enough to apply immediately. This is a must-read for anyone serious about CRM in today’s digital business world.