by : Angus Jenkinson
Published : Journal of Direct, Data and Digital Marketing Practice (2007) 8, 319 – 335
Abstract
This paper considers the implications of integrated marketing
for direct marketers. Based on a model of integrated marketing
previously reported in the journal, it reviews fi ve customer
experience factors that form a single coherent driver of business
success as well as the antecedent business performance
characteristics that determine excellence in managing customer
experience. It suggests signifi cant practical changes for the practice
of communication planning and evaluation, and further argues that
the broad community of ‘ direct marketing ’ practitioners responsible
for managing personalised relationships has acquired a body of
skills and experience with considerable relevance to marketing best
practice, organisation development and strategy in general.
Introduction
This is the second of two linked papers reviewing research fi ndings of
the Centre for Integrated Marketing and their implications for direct
marketers and others who have responsibility for managing customer
relations and / or generating personal communication tailored to the
interests and behaviours of segments and individuals, such as an
interactive webpage, mail / e-mail, mobile phone text, interactive TV,
and service or sales interaction. For the sake of convenience ...... (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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