电子商务营销：电子客户关系管理的从传统转变的结果外文翻译.doc

外文翻译 原文 E-relationship marketing: changes in traditional marketing as an outcome of electronic customer relationship management Material Source: The Journal of Enterprise Information Management Author: Shannon Sue Scullin, Jerry Fjermestad and Nicholas C. Romano Jr Introduction Electronic customer relationship management(eCRM) is the latest technique companies are using to increase and enhance their marketing skills and capabilities. Traditional definitions of marketing according to Stanton et al. (1994)include a philosophy or orientation for the whole business – defining the primary goal of everyone in the organization or the identification and creation sustainable competitive advantage. This paper explores how eCRM expands these traditional definitions of the marketing concepts and enables a company to meet their internal marketing objectives. The paper also expands on the basic research issue for markets on how best to integrate eCRM to be both effective and efficient for an organization (Romano and Fjermestad, 2002, 2003). The following key topics are discussed : customer buying, marketing strategies, and the evolution of customer call centers to a customer e-contact center in relation to an eCRM implementation. In addition, marketing strategies, forming a strategic alliance, customer strategy and product differentiation will be discussed in terms of an eCRM implementation. Customer buying behavior A customer is an individual or organization that makes a purchase decision. The purchase decision is based on the customer satisfying their wants and needs (Stanton et al., 1994). This gives a challenge to the marketing manager. According to Allen and Fjermestad (2001), the marketing manager must be able to show, communicate and demonstrate how their product can satisfy the wants and needs of a customer. When purchasing a product the customer will either make a high or low involvement decision. A high involvement purchase will occur when a consumer is dissatisfied wit