Add to ORKGThe article discusses the reinvention of marketing departments in order to focus on building long-term customer relationships. The strategy gives customer relationship management a priority over building brands. The reorganization of a marketing department into a 'customer department' which oversees research and development, market research, and customer service is discussed. The organizational transformation leads to customer profitability which can be measured in terms of customer lifetime value and equity. The service oriented Insurance Process Acceleration Framework used by International Business Machines Corp. is mentioned. INSETS: Idea in Brief;What Makes a Customer Manager?
editoRial pReface Marketing is no longer simply about devel-oping, selling, and delivering products....
This article explores the key role of marketing strategy in the development of an organization. This...
On Driven by more demanding customers, global competition, and slow-growth economies and industries,...
The article reviews the evolution from brand-centered marketing to customer-centered marketing and t...
The role of marketing within an organisation increases along the development of the market and the i...
Purpose of the article: The purpose of this article is to identify the role the customer experience ...
The paper points out the key market changes in the first decades of the twenty-first century and the...
rel about their own customers through database marketing and about the general marketplace through m...
The paper reviews the evolution from brand-centered marketing to customer-centered marketing and the...
A journal article by Dr. Kefah Njenga, a Professor of Marketing and Strategy and the African Directo...
Digitalization, emerging technologies, and the increasingly transparent markets are forcing companie...
Managing customer value by offering qualitative services is considered a critical component of the m...
As we approach the millennium, there have been a number of articles written about the future of mar...
In today’s fiercely competitive market, customers are at the centre of all business transactions in ...
Around the world, business owners are doing whatever they can to remain relevant and serve the custo...
editoRial pReface Marketing is no longer simply about devel-oping, selling, and delivering products....
This article explores the key role of marketing strategy in the development of an organization. This...
On Driven by more demanding customers, global competition, and slow-growth economies and industries,...
The article reviews the evolution from brand-centered marketing to customer-centered marketing and t...
The role of marketing within an organisation increases along the development of the market and the i...
Purpose of the article: The purpose of this article is to identify the role the customer experience ...
The paper points out the key market changes in the first decades of the twenty-first century and the...
rel about their own customers through database marketing and about the general marketplace through m...
The paper reviews the evolution from brand-centered marketing to customer-centered marketing and the...
A journal article by Dr. Kefah Njenga, a Professor of Marketing and Strategy and the African Directo...
Digitalization, emerging technologies, and the increasingly transparent markets are forcing companie...
Managing customer value by offering qualitative services is considered a critical component of the m...
As we approach the millennium, there have been a number of articles written about the future of mar...
In today’s fiercely competitive market, customers are at the centre of all business transactions in ...
Around the world, business owners are doing whatever they can to remain relevant and serve the custo...
editoRial pReface Marketing is no longer simply about devel-oping, selling, and delivering products....
This article explores the key role of marketing strategy in the development of an organization. This...
On Driven by more demanding customers, global competition, and slow-growth economies and industries,...