TITLE

A Gander at the Big Goose

AUTHOR(S)
Higgins, Kevin T.
PUB. DATE
July 2004
SOURCE
Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p20
SOURCE TYPE
Periodical
DOC. TYPE
Interview
ABSTRACT
This article presents an interview with Rob Price, senior vice president and CMO of Philadelphia retailer Wawa Inc. The company has been a going concern for two centuries and has been involved in armaments, dairy, and other activities. It has gone from guns to butter. There is an active family ownership that always has emphasized deep relationships with employees and customers. After 1,000 hours of service, associates can begin to have equity, and many of them do. Marketing is not just about negotiating with vendors and merchandising. The company has a department rule that requires everyone to work in the stores each quarter. It is suicide to craft a marketing strategy in a vacuum. There is never a circumstance when store operations has not been involved in a marketing launch. If they were not, the company would make stupid mistakes. Improving the company's technological infrastructure is going to require reaching out and working with information technology to develop a system invented for our specific needs. One of the pleasant surprises at Wawa is that it has employees in both information technology and marketing with backgrounds in the stores. Store managers who want to pursue their education are encouraged to do so. The real challenge which the company is facing is the developing a system while dealing with the limitations of scarce resources.
ACCESSION #
14096226

 

Related Articles

  • Customer relationship management: A capabilities portfolio perspective. Plakoyiannaki, Emmanuella; Tzokas, Nikolaos // Journal of Database Marketing;Mar2002, Vol. 9 Issue 3, p228 

    Research evidence shows that companies fail to make their customer relationship management (CRM) efforts pay off. This is probably due to the acknowledged lack of guidelines assisting firms to identify and develop capabilities enabling the successful implementation of their CRM system. In this...

  • Department wars. Wood, Andy // Utility Week;1/23/2004, Vol. 21 Issue 4, p19 

    Discusses how a public utility can improve its relations with customers by addressing the conflict between IT and marketing departments. Details of a report commissioned by marketing specialist Total DM investigating the relative influence of the IT and marketing departments; Suggestions on how...

  • FAST FACTS.  // Direct Marketing News;Aug2013, Vol. 35 Issue 8, p6 

    Statistics are presented on the number of marketers who are satisfied with their agency or partners, the number of information technology (IT) heads who say they want to be involved in customer engagement, and the number of professionals who are confident that they have the right IT staff.

  • THE ASSIMILATION OF IT INTO MARKETING PRACTICE. Brady, Mairead; Saren, Mike; Tzokas, Nikos // Irish Marketing Review;2002, Vol. 15 Issue 2, p17 

    Presents a study that investigated the assimilation of information technology (IT) into marketing practice. IT imperative of relationship marketing; Research methodology; Findings; Conclusion.

  • Multichannel set-up requires groundwork. Cano-Lopez, Jon // Precision Marketing;2/17/2006, Vol. 18 Issue 16, p14 

    The article shares the author's viewpoint on various channels that marketers are using to communicate with consumers. The use of new channels for customer acquisition and retention is not the challenge for many firms but organizing communications across them. It is about making the most on...

  • Customer relationship management: Are software applications aligned with business objectives? Hart, M. L. // South African Journal of Business Management;Jun2006, Vol. 37 Issue 2, p17 

    Customer relationship management (CRM) can be thought of as IT-enabled relationship marketing. It has numerous definitions and perspectives, and success of implementation has been limited to date. This paper examines recent literature on the subject, drawing attention to the importance of a...

  • Deliver Superior Customer Value: A Conceptual Framework. Bhat, Ravi; Gaur, Sanjaya S. // Advances in Consumer Research - Asia-Pacific Conference Proceedi;2009, Vol. 8, p354 

    The article discusses a study on the role of superior customer value in the success of the information technology (IT) industry in India. Market orientation (MO) and relationship marketing orientation (RMO) are cited as two factors that allowed the IT industry to provide superior customer value....

  • MARKETING IN DIGITAL ERA. Matúš, Jozef // Marketing Identity;2015, Issue part 1, p172 

    In the paper the author deals with a very hot issue - which is changes in marketing at present, in the era that could be called the digital era. He points out the fact that these changes occur primarily in connection with the use of new information and communication technologies. In the first...

  • The CRM imperative - Practice vs theory in the telecommunications industry. Wright, Len Tiu; Stone, Merlin; Abbott, Julie // Journal of Database Marketing;Jul2002, Vol. 9 Issue 4, p339 

    This paper examines various issues raised by the idea of Customer Relationship Management (CRM) and how it has affected traditional views on marketing. It uses three case studies from European telecommunications companies to illustrate the points made, focusing on how information technology in...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

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

Try another library?
Sign out of this library

Other Topics