BOOKS

I’ve authored, co-authored or edited 14 books, three of which are featured here. The Customer Relationship Management title is the latest, 2019, edition of this best seller. The Hospitality Marketing book is the latest, 2017, edition, and the ground-breaking Relationship Marketing book was first published in 1996.

Customer Relationship Management

Concepts and Technologies, 4th Edition

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.

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Customer Relationship Management Concepts and Technologies, 4th Edition By Francis Buttle, Stan Maklan

Hospitality Marketing

3RD EDITION

This introductory textbook shows you how to apply the principles of marketing within the hospitality industry.

Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities.

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Relationship Marketing

Theory and Practice

`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don’t argue. Just read the book!’ – Evert Gummesson, Stockholm University

By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing.

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