《联合利华护理用品公司客户关系管理手册(英文版)》(84页).rar Acknowledgments The　need　for　closer　Consumer　Relationship　Management　(CRM) Why　there　is　a　need　for　closer　Consumer　Relationship　Management?　11 Towards　Consumer　Relationship　Management　.19 CRM　in　action.31 Establishing　an　effective　CRM　programme　–　Step-by-step　guide Section　1　-　Undertaking　A　Consumer　Audit37 Consumer　panel　partner　selection　39 Undertaking　a　cross-category　panel　analysis　39 Unilever　household　consumption　segmentation　definition　.40 Profile　and　differentiate　heavy　consumers　from　other　consumers　41 Brand　consumption　patterns　42 Section　2　-　external　Environmental　Scanning.43 Section　3　-　Building　＆　Managing　a　consumer　database45 Purpose　of　the　consumer　database　45 Unilever　consumer　database.45 Building　a　consumer　database47 DBMS　partner　identification　and　selection.49 Role　of　the　CRM　team　49 Operational　Interface.50 Functional　specifications　requirements51 Populating　a　consumer　database51 Maintaining　data　quality　55 Section　4:　CRM　implementation　57 Brand　planning　implications　58 Promotional　innovation　.58 From　brief　to　mail　box　.59 Magazine　development.59 Personalised　promotional　tools　.62 ........