A lab test of CRM

Shulman, Richard
September 2003
Progressive Grocer;9/1/2003, Vol. 82 Issue 12, p19
Trade Publication
Presents information on establishing a consumer research laboratory to identify and quantify the customer relations management and marketing strategies of consumer packaged goods (CPG) companies. Results of the use of newsletters and recipe books as promotional strategies; Percentage of advertising money CPG companies are willing to invest in marketing and promotional programs; Implications for tracking specific customers of new products from the first trial through subsequent purchases.


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