Is CRM for luxury brands?

被引：31
|
作者：
Cailleux, Hugues [1 ]
Mignot, Charles [1 ]
Kapferer, Jean-Noel [2 ]
机构：
[1] Accenture, CRM, Boston, MA 02199 USA
[2] HEC Paris, Paris, France
来源：
JOURNAL OF BRAND MANAGEMENT | 2009年 / 16卷 / 5-6期
关键词：
luxury; CRM; loyalty; retention; customer equity; brand;
D O I：
10.1057/bm.2008.50
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Luxury brands have so far been reluctant to adopt any of the classical tools of mass marketing. One of these is customer relationship management (CRM). Prestigious brands are, however, now starting to examine the benefits of the 'lifelong customer value' approach, beyond building the social prestige of their names. This paper develops 'why' luxury brands need to apply CRM systems and 'what' they could achieve by doing so, and addresses 'how' this could be applied with the necessary adaptations if these brands wish to keep their luxury status intact.
引用
收藏
页码：406 / 412
页数：7
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