成功的客户关系管理：起因与必要的外文翻译.doc

外文翻译 原文 Successful Customer Relationship Management：Antecedents and Imperatives Material Source: The Fourth International Conference on Electronic Business Author: Frcderick; L.Capossela; This paper argues that there are four key conceptual techniques used in Customer Relationship Management which should be considered Imperatives for contemporary 21st century e-Business today. Customer Relationship Management itself may be defined as an attempt to find the most efficient way to focus the Marketing effort in order togenerate revenue. The antecedents of successful Customer Relationship Management techniques may be found in 20th Century and even l9th Century traditional Direct Marketing constructs. Years of data from this sub-discipline of Marketing, data analysis, and testing confirm the efficacy of these key techniques. Customer Relationship Management concepts which are examined as Imperatives for 21st century e-Business are; Customer Lifetime Value; Customer Acquisition Cost ;Split-Run (A/B) Testing; and Recency, Frequency, and Monetary Value Analysis. （1） INTRODUCTION This paper explores the Nineteenth and Twentieth Century antecedents of modern Customer Relationship Management in an attempt to see how they can contribute to greater 2l century e-business profitability. From a theoretical point of view, Customer Relationship Management can be seen as a more efficient focus of the effort to generate revenue-the task of Marketing. The reason that Customer Relationship Management has been gaining prominence in today is that it has demonstrated success at generating revenue more efficiently. The current practice of Customer Relations Management today confirms the prescience of Peter Drucker when he wrote in 1973: To know what a business is we have to start with its purpose. Its purpose must lie outside of the business itself. In fact, it must lie in society since business enterprise is an organ of society. There is only one valid definition of business purpose: to cr