Taming Technology

Roth, Martin S.
January 1998
Marketing Management;Winter98, Vol. 6 Issue 4, p20
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.


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