TITLE

The Missing Link

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
November 2002
SOURCE
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on the issue of overall marketing effectiveness is important for several reasons. The marketing function is coming under increasing scrutiny in many companies. More tools and data are available that ought to help answer questions about marketing effectiveness. Customer relationship management was designed to make Internet marketing a part of everyday business operations. Chief executive officers need to keep in touch with key customers and accounts in order to run their businesses effectively. Marketing activities are increasingly being incorporated in other business functions. Companies that participate in multiple business sectors, with several channels and may customer segments face problems in coordinating activities. Multiple channels are used by the customers to access products and services. The overall customer relationship across the products and channels for many industries is difficult to measure. Marketers often rely on looking at customers by individual product, channel. or campaign.
ACCESSION #
8529354

 

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