Only connect: using extranets to speed up fulfillment, provide all-hours service, and reward most valuable customers
Article Abstract:
One way in which savvy marketers are using Internet technology is to develop 'extranets.' Unlike most World Wide Web sites, extranet sites are private and accessible only to password holders. Extranet are a means of rewarding loyal core customers by offering them special deals and services. Giant Step president Rishad Tobaccowala noted that marketers are moving from informational Web advertising to transactional Web sites.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Sell me! Serve me! Now, now, now!
Article Abstract:
Marketers will need to emphasize customer service due to the dwindling importance consumers place on brands. Since all products are perceived to have a generally high level of quality, consumers are less likely to remain loyal to one name. By providing customers with useful information promptly, marketers can establish a relationship, encouraging product loyalty.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Outwards and upwards: some big-name advertisers are venturing into gay publications, with good results. Southpaw solution
- Abstracts: Grill of my dreams: Americans are deserting charcoal grills in favor of the gas-powered version - and it's changing the way they barbecue
- Abstracts: American no-how: multinational competition has forced British marketers to be more innovative than their counterparts in the U.S