1. 使讀者瞭解如何極大化顧客價值，並有系統地將焦點集中在關鍵顧客身上，累積成個人的專屬知識，並充分運用。如何找出關鍵顧客，並強化與他們之間的關係，而不是浪費時間與金錢在難維繫、低利潤的非核心顧客身上。導正企業行銷的方向與目的性，為所當為，才能有效獲致公司與顧客的共同利益。
2. 提供完整而豐富的經驗，使讀者能合理有效地評估顧客價值，強化企業獲利。
3. 使讀者瞭解CRM對現代企業經營之重要性，熟悉如何維繫良好顧客關係，產生顧客價值，進而創造企業競爭力與利益。
4. 引導讀者認識並掌握企業分析、導入、執行及控制CRM的實際戰術，將可提供企業建立E時代顧客關係管理的重要實務知識。
5. 從顧客服務的角度出發，並探討相關的技術應用，並以製造業與服務業CRM個案研討作為理論與實務的連結，使讀者能夠針對顧客關係管理有深入的瞭解。
6. 讓讀者瞭解顧客關係管理在企業中扮演的角色，以及顧客關係管理的相關理論與實務之探討。讓讀者建立顧客關係管理完整的相關知識與觀念並透過實際CRM個案研討的方式，讓理論與實務能夠兼顧與整合。
1. Enable readers to understand how to maximize customer value, systematically focus on key customers, accumulate personal exclusive knowledge, and make full use of it. How to identify key customers and strengthen relationships with them instead of wasting time and money on non-core customers who are difficult to maintain and have low profits. Only by correcting the direction and purpose of corporate marketing and doing what is right can we effectively achieve the common interests of the company and customers.
2. Provide complete and rich experience so that readers can reasonably and effectively evaluate customer value and strengthen corporate profits.
3. To enable readers to understand the importance of CRM to modern business operations and become familiar with how to maintain good customer relationships, generate customer value, and thereby create corporate competitiveness and benefits.
4. Guide readers to understand and master the actual tactics of enterprise analysis, introduction, implementation and control of CRM, which will provide enterprises with important practical knowledge for establishing customer relationship management in the E era.
5. Start from the perspective of customer service and explore related technology applications, and use CRM case studies in the manufacturing and service industries as a link between theory and practice, so that readers can have an in-depth understanding of customer relationship management.
6. Let readers understand the role of customer relationship management in enterprises, as well as the discussion of relevant theories and practices of customer relationship management. It allows readers to establish complete relevant knowledge and concepts about customer relationship management, and through actual CRM case studies, theory and practice can be taken into consideration and integrated.
顧客關係管理(第三版) / 陳德富 著/ 出版社：滄海書局
Customer Relationship Management (Third Edition) / Written by Chen Defu / Publisher: Canghai Book Company
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 指定作業 指定作業 Specify job |
40 | |
| 期末專題報告期末專題報告 Final special report |
60 |
