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Marketing News is South-Western's service to provide summaries of the latest marketing news stories. Review the brief summaries and, for stories of interest, select the full summary. |
| CUSTOMER RELATIONSHIP MANAGEMENT | |
| Title | Brief Summary |
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Salesforce.com rattled the software industry when it devised a way for companies to use Internet-based applications to manage their marketing, sales, and CRM campaigns. Now the leader in on-demand business services is set to shake up the advertising world, teaming up with Google to deliver Web-based ad-management programs for professionals. (Updated October 2006) |
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The world's most culturally relevant brands found new audiences online in 2006, as top advertisers launched successful viral marketing campaigns for The Simpsons, the BMW K 1200 R motorcycle, and Thom Yorke's debut album, "The Eraser."
(Updated August 2006) |
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Bill Ford is promising big changes at Ford Motor Company. The CEO of one of the most storied automakers in history believes that the American auto industry must save itself by saving the planet--and that means producing more hybrid vehicles. Yet while the new Ford perspective theorizes that eco-consciousness will create strong bonds with customers, the average car buyer isn't playing along just yet.
(Updated May 2006) |
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While the need for businesses to be customer-centric has never been greater, the promise of customer relationship management (CRM) has proven elusive. In this age of the never-satisfied customer, marketers must put the "C" back in CRM if they expect to earn the loyalty of consumers.
(Updated October 2005) |
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Kmart Holding Corp recently launched a loyalty credit-card program aimed at getting customers to buy more products and visit its stores more often. Like other programs that fall within the popular trend known as "relationship-marketing," the new card program offers Kmart shoppers various gift certificate incentives and zero-interest plans on big-ticket items to keep them coming back often.
(Updated January 2005) |
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Highly satisfied customers are the lifeblood of any successful restaurant chain, but gaining that favor is easier said than done. In the service industry, it's often the little things that keep customers satisfied and coming back time after time.
(Updated November 2004) |
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If tried-and-true methods for reaching customers seem to have lost their effectiveness, it may be time to evaluate the data to see what's working and what isn't. When it comes to wooing consumers, many marketing efforts have an "expiration date," and the ability to develop fresh new programs and discard worn-out tactics is what separates growing businesses from stagnant ones. (Updated November 2004) |
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Companies
that see customer service as a drag on resources, or that take the view
that the sale is the end of the selling process, are likely to lose business
to more customer-focused competitors. Many businesses are discovering that
cutting back on customer service for short-term gains may not be worth the
long-term losses in consumer goodwill and loyal customer relationships.
(Updated 06/01/04) |
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New
Line Cinema is promoting the DVD release of the movie "The Two Towers" with
an interactive Web site that enables fans to receive ongoing prizes and
memorabilia from major marketers like Dr Pepper, Air New Zealand, Chrysler
and Verizon Wireless. (Updated 10/01/03) |
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It
is commonly estimated that a business may spend five times as much to attract
a new customer as to keep an old one. In light of such statistical impetus
for seeing the current customer as the prized customer, more and more restaurateurs
are recognizing the importance of turning causal contacts into real, long-lasting
relationships. (Updated 10/01/03) |
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In
the highly competitive business environment, keeping the customer satisfied
is essential for success-yet the cost of ongoing customer care can be crippling.
To streamline customer service and save money, wireless firms are turning
to Web-based customer service systems that help customers help themselves. (Updated 10/01/03) |
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