Stage 4 Maintain dialogue using offline communication

Here, direct mail is the most effective form of communication since this can be tailored to be consistent with the user's preference. The aim here may be to drive traffic to the web site using offers such as news or online competitions.

REFERENCES

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Chaffey, D., Mayer, R., Johnston, K. and Ellis-Chadwick, F. (2003). Internet Marketing: Strategy, Implementation and Practice, 2nd edn. Financial Times-Prentice Hall.

DMIS (2002). DMIS in brief. Brief extracts from the Direct Mail Information Service, Winter.

ECCS (2001). Deutsche Bank finds value in its customer data. Case study on European Centre for Customer Strategies (D. Reed, ed.) (available online at www.uk.eccs.com).

Evans, M., Patterson, M. and O'Malley, L. (2000). Bridging the direct marketing-direct consumer gap: some solutions from qualitative research. In Proceedings of the Academy of Marketing Conference, University of Derby.

Godin, S. (1999). Permission Marketing. New York: Simon and Schuster.

Hughes, A. (1999). Web response - modern 1:1 marketing. Database Marketing Institute article (www.dbmarketing.com/articles/Art196.htm).

McKenna, R. (1991). Relationship Marketing: Successful Strategies for the Age of the Customer. Reading, MA: Addison Wesley.

O'Malley, L. and Tynan, C. (2001). Reframing relationship marketing for consumer markets. Interactive Market., 2 (3), 240-6.

Peppers, D. and Rogers, M. (1993). Building Business Relationships one Customer at a Time. The One-to-One Future. London: Piatkus.

Peppers, D. and Rogers, M. (1998). One-to-One Fieldbook. New York: Doubleday.

Peppers, D., Rogers, M. and Dorf, B. (1999). Is your company ready for one-to-one marketing? Harvard Bus. Rev., January-February, 3-12.

PricewaterhouseCoopers (2001). Global Data Management Survey 2001. New York: PricewaterhouseCoopers (available online at: www.pwcglobal.com).

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