* New edition of the leading textbook in CRM, with a much more practice-led and strategic approach than the competitors, making it more accessible to the non-technical reader. * Core adoptable text for Customer Relationship Management, Relationship Marketing, Customer Experience, Sales Management and Digital Marketing programmes. Also suitable for executive education and practitioners working in the CRM field. * Updated fully throughout to include new case studies and examples from across the world, exercises and discussion questions, expanded coverage on managerial applications, and the impact of emerging technologies on CRM practice.