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ID:452945
大小:64.50 KB
页数:9页
时间:2017-08-03
《成功的客户关系管理:起因与必要的【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、外文翻译原文SuccessfulCustomerRelationshipManagement:AntecedentsandImperativesMaterialSource:TheFourthInternationalConferenceonElectronicBusinessAuthor:Frcderick;L.Capossela;ThispaperarguesthattherearefourkeyconceptualtechniquesusedinCustomerRelationshipManagementwhichshouldbeconsideredImperativesforcont
2、emporary21stcenturye-Businesstoday.CustomerRelationshipManagementitselfmaybedefinedasanattempttofindthemostefficientwaytofocustheMarketingeffortinordertogeneraterevenue.TheantecedentsofsuccessfulCustomerRelationshipManagementtechniquesmaybefoundin20thCenturyandevenl9thCenturytraditionalDirectMarket
3、ingconstructs.Yearsofdatafromthissub-disciplineofMarketing,dataanalysis,andtestingconfirmtheefficacyofthesekeytechniques.CustomerRelationshipManagementconceptswhichareexaminedasImperativesfor21stcenturye-Businessare;CustomerLifetimeValue;CustomerAcquisitionCost;Split-Run(A/B)Testing;andRecency,Freq
4、uency,andMonetaryValueAnalysis.(1)INTRODUCTIONThispaperexplorestheNineteenthandTwentiethCenturyantecedentsofmodernCustomerRelationshipManagementinanattempttoseehowtheycancontributetogreater2lcenturye-businessprofitability.Fromatheoreticalpointofview,CustomerRelationshipManagementcanbeseenasamoreeff
5、icientfocusoftheefforttogeneraterevenue-thetaskofMarketing.ThereasonthatCustomerRelationshipManagementhasbeengainingprominenceintodayisthatithasdemonstratedsuccessatgeneratingrevenuemoreefficiently.ThecurrentpracticeofCustomerRelationsManagementtodayconfirmstheprescienceofPeterDruckerwhenhewrotein1
6、973:Toknowwhatabusinessiswehavetostartwithitspurpose.Itspurposemustlieoutsideofthebusinessitself.Infact,itmustlieinsocietysincebusinessenterpriseisanorganofsociety.Thereisonlyonevaliddefinitionofbusinesspurpose:tocreateacustomer.(2)ANTECEDENTSHowever,LifetimeValueisbutoneofaseriesofconceptswhosesuc
7、cesshasbeenprovenandrefinedbyasub-disciplineofmarketingcalledDirectMarketing.In1872,Americanmerchant,MontgomeryWard,andlater,RichardSearssenttheircatalogstoapredominantlyruralpopulation(9outofevery10America
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