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