如何管理有利润的客户关系(ppt 20页)（英文版）
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如何管理有利润的客户关系内容提要:
Objectives
Be able to define marketing and discuss its core concepts.
Be able to define marketing management and compare the five marketing management orientations.
Objectives
Understand customer relationship management and strategies.
Realize the major challenges facing marketers in the new “connected” millennium.
Case Study
Strong sales, no profits
Customer-driven to its core
Each customer’s experience is unique
Provides great selection, good value, discovery and convenience
A true online community
What is Marketing?
Marketing is managing profitable customer relationships
Attracting new customers
Retaining and growing current customers
“Marketing” is NOT synonymous with “sales” or “advertising”
Kotler’s social definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
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