Marketing on customer terms

Today's customer economy has changed the rules of marketing. Companies can no longer base their offers, promotions, customer communications, and support on a one-size-fits-all approach. Instead, firms must change their mass-economy marketing habits and make an organizational commitment to do bu...

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Bibliographic Details
Published in:Marketing management (Chicago, Ill.) Ill.), 2001-11, Vol.10 (4), p.18
Main Authors: Flack, Dan, Evans, Pam
Format: Magazinearticle
Language:English
Subjects:
Access to information
Business communications
Case studies
Customer services
Equity
Extranets
Interactive marketing
Knowledge
Market strategy
Relationship marketing
Web portals
Websites
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Summary:Today's customer economy has changed the rules of marketing. Companies can no longer base their offers, promotions, customer communications, and support on a one-size-fits-all approach. Instead, firms must change their mass-economy marketing habits and make an organizational commitment to do business on customer terms. This requires a focused marketing approach called IBM Easy Access Enterprise Portal, which combines interactive e-mail and extranet Web sites with sales, support, CRM, and technology. Companies get the benefits of increased customer equity, greater internal efficiencies, and more effective marketing. Based on customer input IBM is enhancing ibm.com in several areas. To simplify and speed transactions, it wants to improve Web linkages between product information and purchasing functionality. It is also looking at ways to leverage its extensive support capabilities for greater lead generation.
ISSN:1061-3846