The $15,000 rug: in their new book, the authors make a case for going outside your organization to meet customer needs
Article Abstract:
One to one business enterprises interact with their customers individually, learn their customers' individual needs, and customize products to individuals' specifications. One to one enterprises and their customers engage in a learning relationship. Customers tell the enterprise what they want and how they want it. In multiple interactions with individual customers, the enterprise learns how to best meet the customer's needs of preferences.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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Fair-weather trends: long-range forecasting helps ensure that weather-dependent products are stocked and advertised when they are wanted and needed
Article Abstract:
Marketers can use long-range weather forecasting to dramatically improve their marketing decisions and sales plans. Technological advances have made it possible to forecast conditions with over 70% accuracy as much as a year in advance. One use of long-range forecasts is to schedule retail advertising. Ads and promotions timed to match the weather can boost sales 25% or more.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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Lessons from the front: five companies that have what it takes to become a 1:1 enterprise
Article Abstract:
One-to-one (1:1) companies are those that identify their most valuable customers, remember what they learn about those customers, and act on what they have learned. The ultimate goal of such companies is to secure a larger share of their most valuable customers' business. Lessons that can be learned from companies that have taken a 1:1 approach are discussed.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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