A Framework for Customer Relationship Management
构建了一个包含七个阶段的客户关系管理模型，涵盖数据库创建、分析、客户选择、目标定位、关系营销、隐私问题和评估指标，对营销人员理解CRM有参考价值。
The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. This revolution in customer relationship management (CRM) has been referred to as the new mantra of marketing. However, a problem is that CRM means different things to different people. This article develops a comprehensive CRM model incorporating seven phases: database creation, analysis of the database, customer selection, customer targeting, relationship marketing, privacy issues, and new metrics necessary for evaluating the CRM effort. The article also discusses the implications of CRM for future marketing organizations.