전자고객관계관리(eCRM) 분석(영문) PPT

소개

MIS 수업시 eCRM과 관련된 내용 이해에 도움이 되리라 생각합니다.

목차

1. History of CRM(CRM역사)
2. CRM to eCRM(CRM에서 eCRM으로)
3.Case Study : Success & Failure(성공 및 실패사례 조사)
4. Future of eCRM(eCRM의 발전방향)
5. Conclusion

본문내용

Catalog Marketing
1950s
1960s
1970s
1980s
1990s
2000s
Appearance of
Computer
DB Marketing
CRM
Systemization of
Editing List
Direct Marketing
Relationship Marketing
eCRM
Brief History of CRM
Ch 1. History of CRM
1980s : DataBase Marketing(DB Marketing)
Management Information System : eCRM
-*-
Put Data into DB
Marketing Strategy
Marketing Activity
Demographics
Purchase Details(4Ps)
Response from Purchase
Data Mining
OLAP Tool
Customer-Acquisition
Repeat Order
We cannot survive with data!
Relationship between customers is
More important!
*
Ch 1. History of CRM
Early 1990s : Relationship Marketing
Management Information System : eCRM
-*-
Partnership
Long-term
Relationship
Company
Customers
Relationship is not
a perfect solution!
Integrate with data!
Ch 1. History of CRM
End of 1990s : Customer Relationship Mgn’t
Management Information System : eCRM
-*-
Services
(e.g. Customer Care)
Sales
(e.g. Customer Contact
Monitoring)
Marketing
(e.g. Data Mining)
Channel
TV
Website
Video

참고자료

· 1. Articles & Books
· A. Kenneth C. Laudon & Jane P. Laudon,『Management Information Systems - (Managing the digital firm) 10th edition』, 2006
· B. James A.O`Brien, George M.Marakas,『Management Information System』, McGrawHill, 2004
· C. Chan-wook Park,『Database marketing』, Yeonam-sa, 1996
· D. Rapp & Collins,『The Great Marketing Turnaround』, Cheil marketing institute, 1996
· E. Song Seung-sub,『CRM Systems Case Analysis of Financial Business and Construction Plan』, 2006
· F. Jerry Fjermestad,『Electronic Customer Relationship Management: Benefits, Considerations』, Pitfalls and Trends
· G. Howard G.Bernett, Marcy D.Kuhn,『The emergence of Electronic Customer Relationship Management』
· H. 황인혁, `글로벌 은행으로 가는길-인터넷뱅킹전략`, 매일경제, 2001
· I. 장경영, `eCRM : 합병뒤 불안해하는 기존고객 유지`, 한국경제, 2001
· J. Srinivas Anumala,「Benefits of eCRM for Banks and their Customers」, Lulea University of Technology Press, 2007
· 2. Internet Sites
· A. Strategic meaning of DB marketing - http://dragon.yonsei.ac.kr/~maejiri
· B. Naver terms dictionary - http://terms. naver.com
· C. Naver Blog - http://blog.naver.com
· D. Wikipedia, the free encyclopedia - http://en.wikipedia.org
· E. Relationship Marketing - http://www.12manage.com/methods_levitt_relationship_
· marketing.html
· F. Bank of America - https://www.bankofamerica.com
· G. The Success of eCRM: Initiatives: Initiatives Tomorrow Require a Strategy-First Approach Today, by Arie Goldslager. - http://www.Agency.com
· H. `Cook up a Bright in Customer Relationship Management` by Michele Bartram -http://www.webpractices.com
· I. Customer satisfaction with eCRM in manufacturing industry -
· http://www.nanet.go.kr