第一章 概述 ·········································2
1。1 客户关系管理的内涵··································· 2
1。2 通过组织机构的变革达到业务流程的快速响应························ 4
第二章 广告公司企业实施客户关系管理战略的基本框架······················ 5
2。1 通过培训转变观念···································· 5
2。2 通过组织机构的变革达到业务流程的快速响应························ 7
2。3 技术平台的构建实现对客户的管理····························· 8
第三章企业实施客户关系管理的必要性和重要性··························9
3。1 首先，是广告客户差异化需求的拉动···························· 9
3。2 其次， 广告市场竞争的加剧······························· 10
3。3 另外， 实施客户关系管理可以为广告企业很多优势····················· 11
第四章 广告企业实施客户管理的现状和存在的问题 ························13
4。1 没有树立以客户为中心的理念·············· ·················14
4。2 缺乏相应的企业客户关系， 管理体系管理制度不完善············ ········ 14
4。3 缺乏必备的技术支持， 客户关系管理信息化落后··········· ··········· 15
4。4 实施关系营销下的客户关系管理·············· ····· ·········· 15
第五章 结论 ························· ······ ·········16
其他···························· ················17
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