One-to-one Marketing -- The Core Strategy of Customer Relationship Management: The Core Strategy of Customer Relationship Management

Author: Tang Yingzhang
Publisher:
Publish Date: 2002-02-01
Features: As we enter the era of the network economy, the strategy of mass marketing (MassMarketing) has become outdated. A new era has dawned, with direct marketing, database marketing, and relationship marketing rewriting the rules in this "interactive age." One-to-one marketing, offering personalized customization for customers, has emerged as the strategic foundation for managing customer relationship systems (CRM), mastering customer information, accumulating corporate wisdom, and establishing true sustainable competitive advantages. One-to-one marketing has shaken the global marketing industry and is currently influencing various sectors worldwide in multiple ways. Based on one-to-one marketing, customer relationship management (CRM) is also becoming a force shaping the global economic trend. Whether it's representatives of the new economy like Dell Computers and Amazon.com or traditional enterprises like UPS, Procter & Gamble, and Avon, have invested heavily in CRM initiatives, redesigning products and rebuilding organizational processes to become the core of innovative corporate value. This book provides cases from the International One-to-One Marketing Association to introduce the concept and strategy of one-to-one marketing, as well as information technology and implementation plans to Chinese enterprises. It helps Chinese enterprises fundamentally transform the business operations of traditional companies, centering on "customer needs" to design and execute one-to-one strategies, lock in customer loyalty, and increase profits, thereby bringing transformative changes to the entire economic environment.