管理可获利的顾客关系

Marketing: Managing Profitable Customer Relationships

营销：管理可获利的顾客关系

Objectives/目标

Be able to define marketing and discuss its core concepts.Be able to define marketing management and compare the five marketing management orientations.

给出营销的定义并讨论其核心概念。定义营销管理并比较五种不同的营销管理理念。

Objectives/目标

Understand customer relationship management and strategies.Realize the major challenges facing marketers in the new “connected” millennium.

解释顾客关系管理及其策略。分析营销人员在未来将要面临的主要挑战。

Strong sales, no profitsCustomer-driven to its coreEach customer’s experience is unique

Provides great selection, good value, discovery and convenienceA true online community

Discussion: Will Amazon.com Survive?

Case Study 案例研究

What is Marketing?什么是营销？

Marketing is managing profitable customer relationships

营销是管理可获利的顾客关系

Kotler’s social definition:

科特勒的社会学定义：

What is Marketing?什么是营销？