Building relationships on-line is true promise of interactive marketing

McCann, Jim
October 1997
Marketing News;10/27/97, Vol. 31 Issue 22, p10
Trade Publication
This article focuses on the development of good relationship marketing via the Internet. Sending occasion "reminders" enhanced with individualized gift suggestions intensifies the relationship aspect of marketing. It is helpful to the customers, and the additional customer service is the difference between the response to receiving a sales circular addressed to "Dear occupant" and a personalized message. Customers who purchase from one are reasonably happy to provide additional information, if one makes it clear that it will be used to provide them with superior customer service.


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