根據(jù)太陽馬戲團的經(jīng)驗,作者提出了一個案例并展開研究,說明信息技術(shù)工具在文化組織中優(yōu)化客戶關(guān)系管理（CRM）的逐步實施階段,以及其組織結(jié)構(gòu)和人力資源管理如何對其成功至關(guān)重要。作者分析了社會媒體與文化組織內(nèi)CRM方法的整合。這種整合使得太陽馬戲團能夠在多個地理市場發(fā)展和培育更緊密、更個性化的客戶關(guān)系。 

【文章來源】：藝術(shù)管理(中英文). 2019,(04)

【文章頁數(shù)】：13 頁

【文章目錄】：
Introduction
Historical Overview
CRM Technology
CRM Technology Components
    E-Marketing
Online Distribution
Customer Identification
Data Enrichment
Customer Modelling and Analytics
Sales Forecasting
Dynamic Pricing
Relationship Marketing
Relational Information Processes
Customer Engagement and Loyalty
CRM Implementation
Organizational Structure
Human Resources Management
Performance Assessment
Ethical and Legal Issues
Future Developments Related to CRM at Cirque du Soleil
Marketing Automation
Complementary Products and Brand Architecture
Conclusion



本文編號：3598838