customer-relationship-management_devhx

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1、CustomerRelationshipManagementHistoryandtheoryCustomerRelationshipManagementRogerBaran,DePaulUniversity,ChicagoChristopherZerres,UniversitätKasselMichaelZerres,UniversitätHamburg1.HistoryandtheoryCustomerRelationshipManagement(CRM)isgrowinginimportanceduetothechallengingbusinessenvironmentface

2、dbyorganizationsthroughouttheworldtoday.Itisparticularlycriticalinindustriesundergoingchangesintraditionalchannelconfiguration.CRMisameansofaddressingincreasingcompetition,changingeconomicconditionsandpromotionaldependencethroughtheuseofintimatecustomerknowledge;knowledgegainedthroughrelations

3、hipdevelopmentandpastmarketingpro-grams.CRMisincreasinginprominencebecauseitfocusesoncurrentuserswhoarethesourceofthemajorityofbusinessrevenueandthebestoptionforimprovingbusinessinuncertaintimes.ThereareanumberofworkingdefinitionsforCRM.InfactthelettersCRMhavebeenusedtoiden-tifyContinuousRelat

4、ionshipMarketing,CustomerRelationshipMarketingandCustomerRelationshipManagement.Eachtermrepresentsthesameprocess.CRMcanbedefinedasaprocessthatmaxi-mizescustomervaluethroughon-goingmarketingactivityfoundedonintimatecustomerknowledgeestablishedthroughcollection,managementandleverageofcustomerinf

5、ormationandcontacthistory.CRMisaboutperfectingrelationshipstomaximizeacustomer’svalueovertime.PleaseclicktheadvertDownloadfreebooksatBookBoon.com2CustomerRelationshipManagementHistoryandtheoryCRMispartofanevolutionincorporatethinkingthatbeganwiththeEnterpriseResourcePlanning(ERP)initiativeofth

6、e1990’s.ERPforcesallresourceswithinacorporationtoworkwithinonebusi-nesssystem.Inthe1990’s,over$300billionwasspentoncentralizing,standardizingandorganizinginformationandresourcesthroughoutU.S.corporations.Theresults,however,havebeenmixedintermsofpayout.Whatisindisputableisthattheinformationsyst

7、emprocessingskillsacquiredinim-plementingERPprogramsenabledmanyorganizationstosupportCRMandE-commerceprogram-ming;initiativesnotinexistencewhenERPbegan.CRMwasdeveloped,inlargepart,asaresultofdatamining,orsegmentationandtargetingresearch