Software Rules: How the Next Generation of Enterprise Applications Will Increase Strategic Effective

最新推荐文章于 2025-06-07 19:24:53 发布

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最新推荐文章于 2025-06-07 19:24:53 发布

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分类专栏： Software Engineer 文章标签： generation transformation internet database crm express

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市场预测显示，1997年至2002年间数据库解决方案市场将以年增长率51%的速度增长，达到超过1130亿美元的规模。为抓住这一机遇，各公司纷纷推出各类优惠活动。然而，传统的折扣和积分奖励计划已不足以吸引顾客。营销专家Fred Newell指出，真正的客户关怀必须超越简单的经济激励，尤其是在互联网时代。随着在线购物的兴起，如亚马逊等电子商务网站的成功，互联网文化正成为提高顾客忠诚度的关键因素。

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The world market for database solutions is forecast to grow at an annual growth rate of 51 percent over the period 1997-2002 to more than $113 billion. In an effort to tap into this expanding market, companies of every kind have rushed to offer all sorts of discounts and specials under the guise of loyalty programs. And, yet, millions of people are tossing out dozens of pieces of junk mail every week. As companies realize this, they are learning that whatever programs they develop to express customer caring must be meaningful to the individual customer C in his or her terms. The real lesson here, argues renowned marketing expert Fred Newell, is that customer care must involve more than discount and point program rewards: that customer loyalty cant be bought C especially in todays Internet-oriented world.

Don Tapscott told attendees at the 81st Annual DMA Conference in October 1998 that we are in the early turbulent days of a transformation of marketing and commerce. Witness the explosion of online shopping especially over the 1998 holiday season and the wild success of online retailers such as Amazon.com. As the Internet builds a culture not unlike the revolution that shopping malls created in the 1970s and 1980s, it must be part of any new solution designed to improve customer loyalty. In his new book, Newell shows how the building of customer relationships in this new culture will call for a broad shift from database marketing to true customer relationship management (CRM) whereby customer behavior is modified over time by strengthening the bond between the customer and the company. Using case studies, Newell shows how winning marketers are executing CRM in real time in todays digital age C and that theres a lot more to E-commerce than just using the Internet, Web, and! e-mail to communicate with customers.

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