Real-Time Marketing

Oliver, Richard W.; Rust, Roland T.; Varki, Sajeev
January 1999
Marketing Management;Fall/Winter98, Vol. 7 Issue 4, p28
Technology and management practice have combined to create a new form of marketing, called real-time marketing, in which goods and services meet both the unique, individual needs of customers (customer space) and the continuous evolution of those needs (customer time). In real-time marketing, the product (good or service) is not only mass-customized for the customer, but has the ability to evolve over time in reaction to changing customers' needs and wants. Real-time marketing is inherently decentralized, in that the adaptation occurs locally, based on direct interaction between the product and the customer. Real-time marketing integrates and extends both mass customization (1:1 marketing) and relationship marketing. Due to its power to create customer loyalty, real-time marketing will likely become the dominant paradigm in a number of industries. INSET: EXECUTIVE BRIEFING.


Related Articles

  • Joshua nets £15m Nestlé beverages strategy. Billings, Claire // Campaign;11/25/2005, Issue 48, p7 

    This article informs that Nestlé Corp. has appointed Joshua & Co. to handle the £15 million customer relationship marketing strategy across its beverage brands. The account will involve the development of a customer loyalty programme across all of the Nescafé brands, including...

  • VARTOTOJŲ LOJALUMO LYGIŲ IDENTIFIKAVIMAS VERSLAS-VERSLUI RINKOJE SANTYKIŲ RINKODAROS KONTEKSTE. Žvirelienė, Renata; Kvedaras, Modestas // Management Theory & Studies for Rural Business & Infrastructure ;2011, Vol. 28 Issue 4, p172 

    Transformation processes occurring in business pose new requirements to companies when attracting customers and building their loyalty, thus encouraging to search for opportunities to apply new business concepts. Taking this into account, a scientific problem becomes evident, which is elaborated...

  • 49Customer data. Allen, Robin Lee // Nation's Restaurant News;1/23/2012, Vol. 46 Issue 2, p50 

    The article reports that recording of uncaptured data about customers' buying patterns through improved tracking technologies of customer loyalty programs are helping restaurants to drive its sales. It is stated that Red Robin launched its new loyalty program in January 2011 to communicate with...

  • DECISIONS OF CUSTOMERS LOYALTY PROGRAMS FORMATION. Gudonaviciene, Rasa; Rutelione, Ausra // Economics & Management;2009, p397 

    In order that company could be prosper, successful and competitive in the market it has to keep the customer loyal. Recently business companies have started to focus on the present customers more, seeking to keep them by using various loyalty programs. Well prepared and developed loyalty...

  • Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Palmatier, Robert W.; Dant, Rajiv P.; Grewal, Dhruv; Evans, Kenneth R. // Journal of Marketing;Oct2006, Vol. 70 Issue 4, p136 

    Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic...

  • Reaping rewards. Garf, Robert // Cabinet Maker;4/21/2006, Issue 5484, p34 

    The article focuses on why most customer loyalty programs fail in Great Britain. The failure of retailers to develop programs without proper planning is considered as the number one cause. Furthermore, not having effective data for marketing and product strategies also affect the anticipated...

  • ROLE OF TRUST AND COMMITMENT IN CREATING PROFITABLE RELATIONSHIP WITH CUSTOMERS. Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir // Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p606 

    Relationship marketing is an important element to attract and satisfy the customers. The basic purpose of the study is to provide a relationship Track that will help marketers to create and maintain strong relationships in consumer markets of developing nations like Pakistan. Data were collected...

  • PROGRAMMES DE FID�LISATION: STRAT�GIES ET PRATIQUES. Benavent, Christophe; Meyer-Waarden, Lars // Revue Fran�aise du Marketing;mai2004, Issue 197, p95 

    Few evidence come from the marketing literature about loyalty program management. The purpose of this paper is to contribute to a better theoretical knowledge about the strategies as well as the practical applications of the loyalty programs which are fully positioned in customer orientated...

  • Relationship benefits and costs in retailing: A cross-industry comparison. Berenguer-Contrí, Gloria; Ruiz-Molina, María-Eugenia; Gil-Saura, Irene // Journal of Retail & Leisure Property;Feb2009, Vol. 8 Issue 1, p57 

    Relationship marketing is based on the establishment and maintenance of continuous relationships between buyer and seller as a source of mutual benefits. Following this approach, customers' evaluations of benefits and monetary and non-monetary sacrifices derived from their relationships with the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics