Rethinking Marketing - HBR

May 1, 2012

Text Size - +
Print

Photos

Get the Flash Player to see this rotator.

Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships. The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research and CRM....

Read Full Article...

Source: Orchology Blog

Companies Mentioned:

American Express	Delta Airlines	Harte-Hanks
IBM Corporation	Oracle	The Wall Street Journal
United Airlines	Wachovia	Wal-Mart

People Mentioned:

	Roland T. Rust		Christine Moorman		Gaurav Bhalla Idea
	Driven Many

More Suggested Content:

No More Menial Jobs and 2 Other Steps to Customer Experience Transformation
April 25, 2012 From Rio Longacre
As a marketing consultant, I read great articles about Customer Relationship Management (CRM) every day on the job. Most of them focus on the sales and marketing aspects of CRM … what strategies to employ, tools to use, messages to send out and so on. But let's not forget that world-class CRM programs also include awesome customer service, essentially creating a Total Customer Experience that fosters long-term, profitable relationships with customers.

5 Ways to Stay Customer-Centric in 2012
January 13, 2012 From Today @ Target Marketing
Good marketing planning is a never-ending cycle that doesn’t depend solely on the calendar or on the various channels. Instead, it focuses on the customer’s cycle. Getting in step with the customer’s heartbeat will help you stay on track in 2012. In doing so, you’ll leave behind planning that has a bogus foundation—one built on specific channels. Considering the popularity of digital and social media platforms, it can be tempting to become a slave to certain channels.

MORE ON
DATABASE & CRM

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value

In Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value, you'll get chapters focusing on:
Managing the New Customer—and the New Customer RelationshipPlanning Relationships with Existing CustomersOne-Through-One: Engaging Social CustomersB2B RelationshipsCustomer AnalyticsAnd more!...

ORDER NOW

Valuable Content Marketing

Readers will learn:
The content options available and how to choose the right channelWhat type of information to post on social networking, business blogs and websites How to define your market nicheHow to increase SEO And so much more!...