Customer Relationship Management Core Strategy (One-to-One Marketing)

Author: Tang Yingzhang, Sun Li (editors)
Publisher:
Publish Date: 2002-02-01
Features: As we enter the era of the network economy, the strategy of mass marketing (MassMarketing) has become obsolete. A new era has arrived, with concepts such as direct marketing, database marketing, and relationship marketing rewriting the rules in this "interactive age." One-to-one marketing, offering personalized and customized services for customers, has emerged as the strategic foundation for managing customer relationship systems (CRM), mastering customer information, accumulating corporate wisdom, and establishing genuine sustainable competitive advantages. One-to-one marketing has shaken the global marketing industry and is currently influencing various sectors worldwide in multiple ways. Customer relationship management (CRM) based on one-to-one marketing is also becoming a driving force shaping the global economic landscape. 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 reengineering organizational processes to become the core of innovative corporate value. This book provides cases from the International One-to-One Marketing Association to introduce Chinese enterprises to the concepts and strategies of one-to-one marketing, as well as information technology and implementation plans. It helps Chinese enterprises transform the traditional business operations of conventional companies, focusing on "customer needs" to design and execute one-to-one strategies, lock in customer loyalty, and increase profits, thereby bringing fundamental changes to the entire economic environment.