Is Your Company Ready for One-to-One Marketing ?  

Oleh:

Peppers, Don ; Rogers, Martha ; Dorf, Bob

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 77 no. 1 (1999), page 151-164.
Topik: MARKETING; consumer marketing; consumer markets; marketing planning; marketing strategy; customization; mass customization; customer relations; customer relationship management; customer relationships; marketing implementation

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The idea of one - to - one marketing (also called "relationship marketing") is simple : accommodating a customer based on your knowledge of that customer, as well as the customer's input. This Manager's Tool Kit includes exhibits designed to help managers understand one - to - one marketing and provide guidance for those who may be interested in implementing their program. One - to - one marketing promises to increase the value of your customer base by establishing a learning relationship with each customer. Although the theory behind one - to - one marketing is simple, implementation is complex. The authors offer practical advice for implementing a one - to - one marketing program correctly. They describe four key steps : identifying your customers, differentiating among them, interacting with them, and customizing your product or service to meet each customer's needs. This tool kit will help you determine what type of program your company can implement now, what you need to do to position your company for a large - scale initiative, and how to set priorities.

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