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12中国邮政商函研究中心第一篇营销篇第一部分市场营销基础知识....................................................................................................................2一、环境分析........................................................................................................................................2二、目标市场策略................................................................................................................................4三、消费者市场与组织市场分析........................................................................................................7四、营销组合策略..............................................................................................................................12五、直邮、直复营销、数据库营销的关系......................................................................................20第二部分客户关系管理..........................................................................................................................21一、客户关系管理概念......................................................................................................................21二、顾客满意和顾客忠诚..................................................................................................................21三、客户终生价值..............................................................................................................................26四、RFM模型.......................................................................................................................................29第三部分数据库营销相关基础知识......................................................................................................30一、数据库营销概述..........................................................................................................................30二、数据库营销的基本特征与管理..................................................................................................32三、数据库营销管理过程..................................................................................................................33第二篇直复营销篇第一部分直复营销基础..........................................................................................................................36一、直复营销......................................................................................................................................36二、直复营销与传统大众营销的区别..............................................................................................41三、直复营销的过程要素..................................................................................................................43四、直复营销的各类媒体介绍..........................................................................................................45五、直复营销的名录..........................................................................................................................46第二部分创意与文案设计......................................................................................................................47一、广告创意概论..............................................................................................................................47二、广告创意策略及规划...............................................