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.

Planning of Marketing, Methods, Business planning, Market strategy

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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.

Telegraph & other communications, Wired Telecommunications Carriers, Direct Marketing, Electronic Mail Services, Forecasts and trends, Electronic mail systems, Email

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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.

Direct Marketing Services, Direct Mail Advertising, Direct mail advertising services, Services, Information services, Information services industry

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