Marketing on Customer Terms

Flack, Dan; Evans, Pam
November 2001
Marketing Management;Nov/Dec2001, Vol. 10 Issue 4, p18
The customer economy has created a new playing field, where the customer writes the rules. Some rules to remember include relevance, enterprisewide customer knowledge, and better customer understanding. By harnessing technology and a strict commitment to respect customer preferences, IBM has used its IBM Easy Access Enterprise Portal to help customers customize their relationship with the company. It's a win-win situation. Customers benefit from sales and support that match evolving requirements, and the company enjoys greater effectiveness and stronger customer relationships. INSET: A minute in the life of ibm.com: $63,000 in sales and one e-mail.


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