取材于南开大学李宗怡先生的论文《金融服务业中的客户关系管理(CRM)战略》

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）管理广告、销售促进和公共关系

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）产品定价和定价策略

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）分析行业与竞争者

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）管理生命周期战略

1、客户关系管理的意义。 2、客户关系管理的基本策略与方法

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting