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課程簡介
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The purpose of customer relationship management (CRM) is to establish long-term relationships with customers with a customer-centric and profit-oriented thinking. A good interactive mechanism between a firm and its customers relies on the in-depth knowledge about every single individual customer. In this class, necessary techniques and tools for CRM, customer evaluation metrics, relationship marketing theory will be covered. Database marketing will be emphasized. Some important data mining tools will also be introduced students.
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