Abstract
Customer Relationship Management (CRM) has triggered a number of chain reactions that are changing the business communication and the core competencies of managers of businesses, agencies and consultancy companies to direct their processes. From the viewpoint of classic marketing – which developed on the basis of American experience in the field of fast moving consumer goods – it is no surprise that Direct Marketing was considered a sort of minor discipline, tactical and not strategic, CRM is not a technology, but a new market-oriented strategy at the service of marketing, sales and communication.
Highlights
We can admit it freely, it was the advent of Customer Relationship Management (CRM), the evolution in Direct Marketing, which was no longer limited to the perspective of operational Marketing, but a real business strategy
If you ask someone who has worked in marketing for at least twenty years to name the best-known sayings about communication, he will certainly quote two: ‘I am sure that I waste half of what I spend on advertising, but I don’t know which half’, which usually takes the ‘top of mind’ prize, followed immediately by ‘Cutting advertising spending to cut costs during a crisis is like trying to stop time by stopping the hands of a clock’
From the viewpoint of classic marketing – which developed on the basis of American experience in the field of fast moving consumer goods – it is no surprise that Direct Marketing was considered a sort of minor discipline, tactical and not strategic, but this was the context in which the first considerations emerged on the importance of investing in the long term and in the ‘relationship ladder of customer loyalty’, in other words the various stages in the development of a lasting and successful relationship with a customer
Summary
If you ask someone who has worked in marketing for at least twenty years to name the best-known sayings about communication, he will certainly quote two: ‘I am sure that I waste half of what I spend on advertising, but I don’t know which half’, which usually takes the ‘top of mind’ prize, followed immediately by ‘Cutting advertising spending to cut costs during a crisis is like trying to stop time by stopping the hands of a clock’. That world was ruled by a view of the trade that is a long way from today’s far more complex theory It was a carefree universe (for the people who knew it) where business communication was basically limited to advertising and where a good campaign and common sense scheduling made it fairly easy to hit the target of exposing the chosen core target to the message. We will consider the pieces of the new mosaic, without claiming to reduce them to units, starting from the beginning, i.e. the birth of relationship marketing
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
