We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
The New 'P's of Marketing.
- Authors
SCHULTZ, DON E.
- Abstract
The article presents tools that marketing organizations can implement in order to manage digital customer information and data. It mentions that the main challenge for each marketing organization is to find, acquire or develop an interactive platform that can analyze and respond to the data. It states that a planning approach should begin with customer understanding, should determine what response or information they need and should distinguish how that individual customer would want to acquire the information. It says that organizations need marketing personnel who can innovate and discusses the type of training they need.
- Subjects
MARKETING strategy; ELECTRONIC information resources management; CUSTOMER relationship management; MARKETING personnel; MARKETING research; DATA acquisition systems; DATA mining; KNOWLEDGE management; DATA analysis; TRAINING
- Publication
Marketing Insights, 2015, Vol 27, Issue 3, p12
- ISSN
1040-8460
- Publication type
Opinion