管理可获利的顾客关系资料.pptVIP

Marketing: Managing Profitable Customer Relationships 营销：管理可获利的顾客关系 Objectives/目标 Be able to define marketing and discuss its core concepts. Be able to define marketing management and compare the five marketing management orientations. 给出营销的定义并讨论其核心概念。 定义营销管理并比较五种不同的营销管理理念。 Objectives/目标 Understand customer relationship management and strategies. Realize the major challenges facing marketers in the new “connected” millennium. 解释顾客关系管理及其策略。 分析营销人员在未来将要面临的主要挑战。 Case Study 案例研究 Strong sales, no profits Customer-driven to its core Each customer’s experience is unique Provides great selection,