TITLE

Taming Technology

AUTHOR(S)
Roth, Martin S.
PUB. DATE
January 1998
SOURCE
Marketing Management;Winter98, Vol. 6 Issue 4, p20
SOURCE TYPE
Periodical
DOC. TYPE
Interview
ABSTRACT
Progressive financial services firms are investing heavily in technology to build customer relationships. Although far from "mastering" the beast, these firms are at least taming it. Their application of technology to marketing issues can serve as a guide to companies in other industries. Database and World Wide Web marketing can be used to segment and target customers, customize product and service offerings, streamline communications programs and customer service, and expand distribution. By strategically integrating various technologies into their marketing programs, managers can attract and retain customers on their own terms. INSETS: Customization and Privacy.;Differentiating Your Presence on the Web With the 4Cs.;Closing Generation and Learning Gaps.;Closing Generation and Learning Gaps.
ACCESSION #
393838

 

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