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1、外文翻译原文AStrategicFrameworkforCustomerRelationshipManagementMaterialSource:http://www.atypon-link.com/AMA/doi/abs/10.1509Author:AdrianPayne&PennieFrowCRMPERSPECTIVESANDDEFINITIONTheterm“customerrelationshipmanagement”emergedintheinformationtechnology(IT)vendorcommunityandpractitioner
2、communityinthemid-1990s.Itisoftenusedtodescribetechnology-basedcustomersolutions,suchassalesforceautomation(SFA).Intheacademiccommunity,theterms“relationshipmarketing”andCRMareoftenusedinterchangeably(ParvatiyarandSheth2001).However,CRMismorecommonlyusedinthecontextoftechnologysolu
3、tionsandhasbeendescribedas“information-enabledrelationshipmarketing”(RyalsandPayne2001,p.3).Zablah,Beuenger,andJohnston(2003,p.116)suggestthatCRMis“aphilosophically-relatedoffspringtorelationshipmarketingwhichisforthemostpartneglectedintheliterature,”andtheyconcludethat“furtherexpl
4、orationofCRManditsrelatedphenomenaisnotonlywarrantedbutalsodesperatelyneeded.”AnimportantaspectoftheCRMdefinitionthatwewantedtoexaminewasitsassociationwithtechnology.ThisisimportantbecauseCRMtechnologyisoftenincorrectlyequatedwithCRM(Reinartz,Krafft,andHoyer2004),andakeyreasonforCR
5、MfailureisviewingCRMasatechnologyinitiative(Kale2004).Forthisreason,wereviewthedefinitionsintheAppendixwithspecialattentiontotheiremphasisontechnology.ThisreviewsuggeststhatCRMcanbedefinedfromatleastthreeperspectives:narrowlyandtacticallyasaparticulartechnologysolution,wide-ranging
6、technology,andcustomercentric.Theseperspectivescanbeportrayedasacontinuum.TheimportanceofhowCRMisdefinedisnotmerelysemantic.ItsdefinitionsignificantlyaffectsthewayanentireorganizationacceptsandpracticesCRM.Fromastrategicviewpoint,CRMisnotsimplyanITsolutionthatisusedtoacquireandgrow
7、acustomerbase;itinvolvesaprofoundsynthesisofstrategicvision;acorporateunderstandingofthenatureofcustomervalueinamultichannel8environment;theutilizationoftheappropriateinformationmanagementandCRMapplications;andhigh-qualityoperations,fulfillment,andservice.Thus,weproposethatinanyorg
8、anization,CRMshouldbeposit
