1、寻一篇关于服务营销的英文论文，最好是英文杂志上的，请标明杂志的名称期刊，和作者名字，来历
Customerrelationshipmanagement(CRM)isamultifacetedprocess,mediatedbyasetofinformationtechnologies,thatfocusesoncreatingtwowayexchangeswithcustomersthatfirmshaveanintimateknowledgeoftheirneeds,wants,andbuyingpatterns.Inthisway,CRMhelpspaniesunderstand,aswellasanticipate,theneedsofcurrentandpotentialcustomers.[]
GeographicCRM
GeographicCRM(GCRM)isacustomerrelationmanagementinformationsystemwhichcollaboratesgeographicinformationsystemandtraditionalCRM.
gCRMbinesdatacollectedfromrouteofmovement,typesofresidence,ambienttradingareasandothercustomerandmarketinginformationwhicharematchedwithrelevantroadconditions,buildingformations,andafloatingpopulation.SuchdataareconformedwithamapandisregionallyanalyzedwithOLAP(OnLineAnalyticalProcessing)forvisualization.Thisenablesapanytoexaminepotentialcustomersandmanageexistingcustomersintheregion.
Strategy
SeveralmercialCRMftwarepackagesareavailablewhichvaryintheirapproachtoCRM.However,asmentionedabove,CRMisnotjustatechnologybutratheraprehensivecustomercentricapproachtoananization'sphilophyindealingwithitscustomers.Thisincludespoliciesandprocesses,frontofhousecustomerservice,employeetraining,marketing,systemsandinformationmanagement.Hence,itisimportantthatanyCRMimplementationconsiderationsstretchbeyondtechnology,towardsthebroaderanizationalrequirements.
TheobjectivesofaCRMstrategymustconsiderapany’sspecificsituationanditscustomers'needsandexpectations.InformationgainedthroughCRMinitiativescansupportthedevelopmentofmarketingstrategybydevelopingtheanization'sknowledgeinareassuchasidentifyingcustomersegments,improvingcustomerretention,improvingproductofferings(bybetterunderstandingcustomerneeds),andbyidentifyingtheanization'smostprofitablecustomers.[5]
CRMstrategiescanvaryinsize,plexityandscope.SomepaniesconsideraCRMstrategytoonlyfocusonthemanagementofateamofsalespeople.However,otherCRMstrategiescancovercustomerinteractionacrosstheentireanization.ManymercialCRMftwarepackagesthatareavailableprovidefeaturesthatservesales,marketing,eventmanagement,projectmanagementandfinance.
Successes
Whiletherearenumerousreportsof;failed;implementationsofvarioustypesofCRMprojects,[6]theseareoftentheresultofunrealistichighexpectationsandexaggeratedclaimsbyCRMvendors.
Manyofthese;failures;arealrelatedtodataqualityandavailability.Datacleaningisamajorissue.IfthepanyCRMstrategyistotracklifecyclerevenues,costs,marginsandinteractionsbetweenindividualcustomers,thismustbereflectedinallbusinessprocesses.Datamustbeextractedfrommultipleurces(.,departmental/divisionaldatabases,includingsales,manufacturing,supplychain,logistics,finance,service,etc.),requiringanintegrated,prehensivebusinessprocessingsystemtobeinplacewithdefinedstructuresanddataquality.Ifnot,interfacesmustbedevelopedandimplementedtoextractdatafromdifferentsystems.Thiscreatesademandfarbeyondcustomersatisfactiontounderstandthefullbusinesstobusinessrelationship.Forthisrean,CRMismorethanasalesorcustomerinteractionsystem.
Theexperiencefrommanypanies[who]isthataclearCRMrequirementwithregardtoreports(.,inputandoutputrequirements)isofvitalimportancebeforestartinganyimplementation.[citationneeded]Withaproperdemandspecification,agreatdealoftimeandmoneycanbesavedbasedonrealisticexpectationsofsystemscapability.[citationneeded]AwelloperatingCRMsystemcanbeanextremelypowerfultoolformanagementandcustomerstrategies.
Privacyanddatasecurity
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OneoftheprimaryfunctionsofCRMftwareistocollectinformationaboutcustomers.WhengatheringdataaspartofaCRMlution,apanymustconsidercustomerprivacyanddatasecuritywithrespecttolegalandculturalenvironments.Somecustomerspreferassurancethattheirdataisnotsharedwiththirdpartieswithouttheirconsentandthatitcannotbeillicitlyaccessedbythirdparties.2、求一篇有关市场营销英文的论文5000字