CRM and marketing automation

Module title:

CRM and marketing automation

Module overview:

Literature:

Required readings:
1. Baran, R. J. and Galka, R. J. (2017) Customer Relationship Management: The Foundation of Contemporary Marketing Strategy, New York, NY: Routledge

Supplementary readings:
Microsoft Inc. (2021) Microsoft Dynamics 365 training [Online]. Available at: https://docs.microsoft.com/en-us/dynamics365/get-started/training/ (Accessed 10 May 2021)
Salesforce (2021) Trailhead [Online]. Available at: https://trailhead.salesforce.com/en/home (Accessed 10 May 2021)
Salesforce (2021) Learning Centre [Online]. Available at: https://www.salesforce.com/eu/learning-centre/ (Accessed 10 May 2021)
HubSpot (2021) HubSpote Learning Center [Online]. Available at: https://app.hubspot.com/ (Accessed 10 May 2021)
Powerobjects (2021) Dynamics 364 University Training Catalog [Online]. Available at: https://powerobjects.com/courses/ (Accessed 10 May 2021)
Buttle. F. and Maklan, S. (2019a) Customer Relationship Management, 4th edn, Abingdon, OX: Routledge

Fatouretchi, M. (2019) The Art of CRM: Proven strategies for modern customer relationship management, Birmingham: Pactk Publishing
Peelen, E. (2013) Customer Relationship Management, 2nd edn, London: Pearson Education
Parekh, L (2021) Cracking the CRM Code: How to Prevent Failures in Buying, Implementing and Using CRM, Chenai: Notion Press