客户关系管理NUS.pptxVIP

客户关系管理 Customer Relationship Management;讨论纲要;营销管理的演化;营销管理大趨勢;關係营销的演進;2. Database Marketing 資料庫营销 (网絡發展以前) ??目錄郵購: 書籍, 服裝, 音樂帶, 信用卡, 汽車零件釣魚用具, 女性內衣, 保健品，長途電話 ??資料庫营销: 個人電腦, 藥品經銷, 老煙槍的天堂 ??多頻营销: 80/20 法則, 終身价值 (LTV);;關係市場學與20/80法則 ;Dollars Spent per Month; 顧客忠誠 度;Strategic Database Marketing : The Master Plan for Starting and Managing a Profitable, Customer-Based Marketing Programby Arthur M. Hughes McGraw-Hill Professional Publishing; 2nd edition, May 19, 2000, 400pp.;Recency, Frequency, Monetary (RFM) Analysis;Recency, Frequency, Monetary (RFM) Analysis;Recency, Frequency, Monetary