Rick Roscitt and I. Robert Parket
Considers the need imposed by increased competition formanufacturers to move from a traditional, reactive service approachbased on routine maintenance programmes towards a more…
Abstract
Considers the need imposed by increased competition for manufacturers to move from a traditional, reactive service approach based on routine maintenance programmes towards a more strategic customer servicing philosophy based on strategic service management. Argues for a complete management audit of company service policies in order to implement a company‐wide service culture. Concludes that the implementation of a service mission developing all relevant factors can enable manufacturers themselves to out‐perform third‐party organizations, thus maximizing opportunities offered in the expanding industrial and business service market.
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Rick Roscitt and I. Robert Parket
This article explores how the introduction of a family of advanced information management sciences has dramatically altered modern direct marketing in the consumer marketplace. In…
Abstract
This article explores how the introduction of a family of advanced information management sciences has dramatically altered modern direct marketing in the consumer marketplace. In particular, a relatively new breed of consumer segmentation databases has been commercially developed to segment customers into demographic and psychographic “clusters.” This segmentation has allowed innovative direct marketers to combine commercial data with their own proprietary computer‐controlled consumer databases to appreciably improve their marketing impact. This type of data‐based direct marketing permits a more targeted offer and message and introduces new marketing effectiveness and economic efficiencies. The article concludes with management recommendations for adopting a high‐tech direct marketing program as a significant addition to a company's overall consumer marketing strategy.