Secret of My Success

Deaver, Scott; Beasty, Colin
December 2005
CRM Magazine;Dec2005, Vol. 9 Issue 12, p44
Trade Publication
The article presents an interview with Scott Deaver, executive vice president of marketing for Cendant Car Rental Group. When ask about the decision of Cendant to select a customer relationship (CRM) consultancy, he reiterates the need of the company to segment its car rental users. He explains that Chadwik Martin Bailey (CMB) was chosen because it offered both research and consulting solutions. He shares that CMB implemeted a strategic segmentation framework that mapped market positions.


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