by : MICHELLE A. ELHERT & NICHOLAS ZIEGLER
Published : J O U R N A L O F Integrated Marketing Communications_ 2010
ABSTRACT
Many organizations frequently refer to having a “customer-first” strategy, yet often this catchphrase is merely conceptual. It’s the first thing to go when growth stalls, and the company often reverts to a bottom-line, shareholder-centric approach. It is the rare few that have been able to rework traditional marketing and sales initiatives to execute business operations and strategies to keep the customer top-of-mind. dunnhumby challenges organizations to embark on a customer-first journey, forcing a shift in the brand-management paradigm. dunnhumby finds itself in a unique position despite the downturn since it has worked to find ways to truly keep its stated goals as its main focus. Integrated marketing communications is very much alive at the company, serving as proof that the IMC methodology is a viable, profitable solution. At the heart of the approach is a customer-first strategy, supported by the Power of Three: the retailer, the manufacturer and dunnhumby. The following article shares a framework and case-study example to illustrate how brands may execute a customer-first strategy – allowing them to not only survive but also thrive in a tough economy. . .. .. (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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