TITLE

Marketing on Customer Terms

AUTHOR(S)
Flack, Dan; Evans, Pam
PUB. DATE
November 2001
SOURCE
Marketing Management;Nov/Dec2001, Vol. 10 Issue 4, p18
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
5829649

 

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