Papers: In one-to-one marketing, which ‘one’ comes first?
نویسندگان
چکیده
منابع مشابه
Which One of Standardization or Customization Works the Best When It Comes to Online Marketing?
Online marketing has influenced the consumers all around the world. This opens up a way for the small enterprises to enter the international market and enjoy the benefits like the MNCs located in different parts of the world. Advertising products and manipulating the customers to buy is one of the techniques used by the international companies. As a result some companies take standardization as...
متن کاملOne-to-one marketing on the internet
The Internet provides unprecedented ability for marketers to learn about their customers and offer custom products at special prices. The technology, marketing and economics of using the Internet for one-to-one marketing is examined. We find that, under very genera l conditions, a seller can make higher profits by adopting a "mixed" strategy of serving conventional segments with standardized pr...
متن کاملInformation Technology as the Enabler of One-to-One Marketing
Until recently, one-to-one marketing, the ability to sell targeted goods to an individual based on their known or perceived needs, was not possible for most product types on a mass basis. Indeed, marketing practice in recent years centered around segmented marketing, in which people are treated as members of groups with similar interests and marketing is done at the group level. However, recent...
متن کاملIs your company ready for one-to-one marketing?
One-to-one marketing, also known as relationship marketing, promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Every interaction and modification improves your ability to fit your product to the particular customer. Eventually, even if a compet...
متن کاملOne to One Marketing Services: Optimal Customer and Product Strategy
One to one (1:1) marketing services (e.g., customized advertisements, promotions and direct mail) are a growth industry. Extant research in this area tends to have an engineering emphasis; they focus on developing techniques to use individual-level data to optimize 1:1 services. In contrast, this paper focuses on marketing strategy issues faced by a 1:1 service firm given the availability of th...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Interactive Marketing
سال: 2000
ISSN: 1463-5178,1478-0844
DOI: 10.1057/palgrave.im.4340050