成功的客户关系管理：起因与必要的【外文翻译】

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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