Author(s): Francis Buttle

Examines the core issues of CRM based around the authors' own CRM Value Chain model.

"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide
to increasing your performance and profits. This book belongs on the desk of every company that is
serious about CRM. The wealth of information and insight is astonishing."
-- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School
of Management, USA.

"Here, at last, is a mature account of CRM without the hype and spin. Buttle makes it crystal clear
why any program should be business-led. He also shows how rewarding, if demanding, CRM can be. The
ideal antidote to the message of the shrink-wrapped software peddlers."
-- David Harvey, Director, European Centre for Customer Strategies, www.eccs.uk.com.

"With great clarity and practical relevance, this book delivers a much-needed, multi-faceted roadmap
for treating Customer Relationship Management as a core business strategy. Francis Buttle's rich and
well-balanced text offers a refreshing departure from many of the technology-heavy or lop-sided views
that surround this important subject."
-- Fred Wiersema, President The Customer Strategy Group LLC, USA and co-author of "The Discipline of
Market Leaders"

"The author does a magnificent job of gathering the difference perspectives, categorizing them, and
presenting a comprehensive overview. This is an easy-to-use textbook with a pleasant and engaging
format. Each chapter begins with a list of "Chapter Objectives" that tells readers just what they
will understand by the end of the chapter. There is also a "Summary" at the end of each chapter that
neatly ties up the important concepts. Throughout the book, the author includes illustrative mini-cases
that put some flesh onto the bare bones of a particular CRM term or concept. The cases are quick and
interesting anecdotes. There are also many visuals to enhance the subject matter. I would recommend
this text for business students at either the undergraduate or graduate level; and for non CRM
practitioners who want an easy to grasp overview of a complex subject. There is enough information
here to sell the idea of CRM internally, hire CRM consultants and work intelligently with them."
-- Marty Landrigan, Landrigan Marketing Research, Sudbury, MA USA

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