［入門］ワン・トゥ・ワン・マーケティング 優良顧客を獲得する39の鉄則 (PHP文庫) (Japanese Edition) Book PDF, ePub eBook

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Book Descriptions:
きめ細かな顧客情報管理によって、売上げ目標を実現可能にすると評判のマーケティングがあるという。それが「ワン・トゥ・ワン・マーケティング」であり、服部メソッドと呼ばれる日本型ワン･トゥ・ワンの基本手法を解説しようというのが本書のねらいだ。ワン・トゥ・ワンの顧客情報管理の目的は、今月に自社商品を購入する顧客数を最大限に増やすこと。その具体的手法は、（1）月あるいは年間で顧客数が何人か、（2）購入頻度は平均何回か､（3）一人が一回の買い物で購入する品数は何品か､（4）一品単価がいくらか、をデータ化する、などだ。つまり、企業側が優良顧客を識別できることが重要なのだ。それがクリアできて､売上げ貢献度に見合う対応やサービスを期待する優良顧客層が不満を抱き､客離れを起こす現象にも歯止めをかけることが初めて可能となる。最終的に顧客数を増やし､一方で顧客離れも防げれば、売上げは確実に伸ばせるという、注目の画期的な手法だ。

［入門］ワン・トゥ・ワン・マーケティング 優良顧客を獲得する39の鉄則 (PHP文庫) (Japanese Edition) by 服部 隆幸

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