《营销管理》第15版—第5章.pptVIP

品牌社区 是一个由消费者和雇员组成的专门的社区，他们的身份认同和活动重点围绕着品牌展开 培育顾客关系 客户关系管理（customer relationship management，CRM） 谨慎地管理单个客户和所有客户“接触点”的细节，以最大限度地提高其忠诚度的过程。 顾客价值管理（customer value management，CVM） CRM 个性化的营销 顾客授权 顾客评论和推荐 顾客投诉 Managers who believe the customer is the company’s only true “profit center” consider the traditional organization chart in Figure 5.1(a)—a pyramid with the president at the top, management in the middle, and frontline people and customers at the bottom—obsolete. Successful marketing companies invert the chart to look like Figure 5.1(b). At the top are customers; next in importance are front