The customer value chain: how you invest your marketing dollars either strengthens or weakens customer bonds
Article Abstract:
Companies should invest in marketing efforts that maintain a customer value chain. The first step is to advertise goods or services just to establish awareness and pursue share of mind. Next, companies should strive to develop a more emotional connection to capture share of heart. The third step involves a value exchange, in which a firm fosters a relationship through frequent-buying or other programs. The fourth step is to establish community bonds, and the last step is to encourage customer referrals.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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A welcome change
Article Abstract:
E-mail is expected to become the fastest-growing marketing forum due to its convenience and low capitalization requirements. Unlike traditional methods, e-mail does not require investments in offices or telemarketing staff, as it sends messages and tracks responses instantly via the Internet. E-mail also creates direct client relationships by enabling them to order items online.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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The new data game
Article Abstract:
The consumer data services industry is responding to rapid changes in demand and technology. Data service firms offer name-by-name targeted list selectability, and use modeling to find predictive behavior patterns and data overlays to enhance existing information. Other products include data warehousing and online search functions for clients to find and order lists.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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