Customer Relationship Marketing Zunch（客户关系营销Zunch）.pdfVIP

Customer Relationship Marketing Building Customer Relationships for Enduring Profits in a Wired Economy John G. Sanchez President CEO Zunch, Inc. Table of Contents I. Introducing Customer Relationship Marketing ……………..……3 II. Defining Customer Relationship Marketing ..……..………………5 III. The Customer Relationship Marketing Revolution..……….….8 IV. Breaking From Tradition..…...…..………………………….………...10 V. Getting Loyalty Into The Loop .………..……...…………………….15 VI. Measuring Loyalty……..………...………………………….…………17 VII. Getting The Right Mix………….…...……………………….………20 VIII. Righting Marketing Wrongs…….……...……….…...……..……23 IX. The Basics Of Customer Relationship Marketing...……….….25 X. End Notes……………...………………..…………………………….………..31 Customer Relationship Marketing John G. Sanchez 2 I. Introducing Customer Relationship Marketing Marketers started the new millennium in one of two groups: those who practice Customer Relationship Marketing, and those who do not. Those who do are reorganizing their marketing programs to create and strengthen brand loyalty. They put as much emphasis on retaining customers as they do on attracting customers. These same marketers are also abandoning the notion that advertising’s job ends with the sale, that it’s goal is to effect some “hands-off” at some cash register. They recognize that the sale is the beginning of an opportunity to create an enduring, profitable brand relationship with the customer. Those who do not practice Customer Relationship Marketing (CRM) may not have to—yet. But they will. They will if they are to survive in this millennium, i