Best way if you are changing it is to turn the front anti clockwise hard and unscrew. It will most likely break/stress the housing but it will come off. They are a quality brass fitting. New ones are plastic. If you do replace it make sure you use oil or wd40 on the seals for the new one.
I have just had to deal with one of these. The chrome knob came off relatively easily with a screwdriver each side levering against the white section behind it - not the bath!
Here is a dismantled view, hopefully it will help someone in the future.
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