Marketing News

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 
Software-as-a-service Trend Boosting CRM, Advertising
Full Summary
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)
2006: The Year of the Ad Virus
Full Summary
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)
It Isn't Easy Being Green
Full Summary
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)
Putting the 'C' Back into CRM
Full Summary
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)
Kmart Issues Plastic to Gain Loyal Shoppers
Full Summary
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)
It's the Little Things that Count with Customers
Full Summary
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)
Building Customer Relationships that Last
Full Summary
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)
Sending Customers Overseas for Service
Full Summary
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)
New Line Cinema Selects Web-Based Loyalty Program for Release of "Two Towers" DVD
Full Summary
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)
Restaurateurs Aim to Keep Customers Coming Back
Full Summary
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)
More Companies Helping Customers Help Themselves
Full Summary
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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